Carlton Dry: Splendour in the Grass
2016 | Byron Bay, NSW
in collab with MKTG
Carlton Dry wanted to break back into the festival scene and 'own' beer again. To align the brands' strategy with their audience, we created a Carlton Dry Yard Party. Working with Secret Sounds, we positioned the event right near the camping ground entry to entice everyone on their way in with our early opening hours.
Our integrated marketing plan included a huge social and influencer campaign running before, during and after the festival. At the Yard Party, we designed a 'drygarita', a tequila based Carlton Dry margarita. Live bands and DJs at the activation site, live feeds from surrounding stages, and an awesome backyard themed design and build resulted in 4 service points with a fab VIP area.
The response? We nailed it. 59,000 attendees, 41,650 beers sold, 4 days, 80 bands, 5 million people reached.
Services provided: concept development, design, install and event management