"Our sponsorship of Capital's Summertime Ball is a really important event in our portfolio. We have evolved and grown our activation every year and being part of this enormous live event allows us to demonstrate our network and speak to a family audience. As a brand we look to enhance every element for those who attend as well as bringing the party to those who can’t online.
"Vodafone worked with agency FreemanXP on the experience. The Vodafone Stretch Tent was located outside of Wembley Stadium in Market Square and served as the hub of the activation, offering guests the chance to have glitter makeovers, metallic tattoos or their hair braided, while Capital DJs provided music. Guests could also have their photo taken as if they were on stage at Wembley. A fast-track queue was available as a reward for Vodafone customers.
"The Wembley Walk of Fame featured cardboard cut-outs of the stars, who were set to perform at the concert so visitors could take a picture of themselves with their favourite stars and upload to social media to be in with a chance of winning a ticket upgrade. Vodafone ambassadors handed out free sunglasses, emoji badges, sweets and bottles of water."
Dan Underwood, brand lead for sponsorships and partnerships at Vodafone UK
For your daily hit of news from the brand experience community, weekly brand updates and your monthly trend download, register and subscribe to Event and our bulletins.
Comment below to let us know what you think.