MiO’s product benefit is to give control to the user when adding flavour to their water. So, when MIO became lead sponsor of North by Northeast, Canada’s premier music festival, we wanted to actively engage our target in a way that would give them the control they seek of an experience they love. The MiO POV activation at the NXNE kick-off headline concert was the perfect opportunity to do this.

MiO POV is a mobile app (Native iOS and Android) that lets people live broadcast video from their phones straight to a concert venue’s mainstage screens, in real time, with no delay. But we didn’t just stop at the two mainstage screens: in order to truly make this an immersive experience, we took over five large traditional video-billboard screens surrounding the area at Yonge-Dundas Square, Canada’s busiest intersection, and streamed each feed live with no delay to those as well. A live production crew monitored the feeds and pushed them up to the screens all night.

MiO dominated the conversation around NXNE. Our brand was mentioned in conjunction with the festival 360% more than Red Bull and 800% more than Budweiser, the other title sponsors at NXNE. For the week of the festival, MiO became synonymous with NXNE, fuelled by our cutting-edge activations. And although the MiO POV app was only available for use during the show, it still hit an impressive 9.12% download rate and allowed us to capture and curate over 45 minutes of original MiO POV footage, which we then repurposed in online promotional videos.

For the week of NXNE, we gave out nearly 64,000 samples, delivering on our promise of getting MiO into the hands of our target. We then spread awareness of the campaign across Canada, expanding the experience beyond those who attended the festival, receiving 31.6 million social media impressions, 30 million paid impressions, and 403 million quality-earned impressions.