Reading Festival Activation

  • Events
  • Experiential
  • Innovation

With the aim of engaging with a 'back to school' audience, we created an activation at Reading Festival to deliver on Intel’s objectives of increasing purchase intent of Intel-powered tech at Argos stores.

We launched an immersive environment that put tech at the heart of the experience for visitors whilst being considerate to our surroundings and ensuring there was no corporate hard-sell message.

1,500 traceable brand mentions

Combining the audiences’ love of music with the client’s need to promote Intel tech, we created a bespoke music quiz, as well as a number of other games that ensured the audience could get hands-on with the tech.

For the quiz, all teams taking part had to answer music questions about performers from that year’s line up on Intel-powered tablets. It also proved to be a great way of demonstrating how versatile the tech was, as it successfully worked in the middle of field!

To increase dwell time with festival-goers we offered free Wi-Fi, mobile phone charging and seating areas.

Over 1,000 tech conversations on-site

With an online social campaign to further support this activation, we were able to drive over 5,000 unique visits to the Intel product pages on the Argos website during the peak ‘back to school’ trading period.