Vodafone wanted to maximise its headline sponsorship of Capital’s Summertime Ball in 2016–which is by far the brand’s biggest sponsorship event of the year.

Vodafone realised that to achieve this, it needed to move away from static sponsorship, to truly connect with the event’s target audience of tech savvy, music loving 13-19 year olds.

Vodafone sought an experience which would encourage consumers to:

Think: I’ve never seen anything like this from Vodafone before

Feel: Famous and special

Do: Brag and tell their friends

Think

Create a new experience that would change the target group’s perceptions of the brand.

Feel

Vodafone wanted to deliver an experience which would make attendees feel famous and special, and drive positive brand health metrics such as ‘fun’, ‘adventurous’ and ‘inspirational.’

Do

Bring the Vodafone Future Breakers platform to life so that consumers would want to share and brag about the event.

Vodafone Future Breakers Live brought the Future Breakers platform to life in front of attendees’ eyes, ramping them up for their day ahead at Capital’s Summertime Ball.

The four experience zones, as well as various other activities could be enjoyed from 9am through to 2pm on the day.

The added extras included:

#VodafoneUpgrades Competition

Vodafone gave away 20 pairs of Golden Circle Ticket upgrades on the day of the event. Consumers were asked to capture images around the Future Breakers Live site and upload them to Instagram with the hashtag #VodafoneUpgrades to enter.

Activity at Olympic Way

Olympic Way was lined with eight 3D artist cut outs. Brand ambassadors encouraged people to snap a photo of themselves in front of the artists for to win ticket upgrades.

InstaMeet Vlogger Sessions

Five YouTube influencers, led by Alfie Deyes were on site to engage consumers via various activities.