A festival of Tweets inspires a symphony of consumer dialogue.
As thousands of music lovers gathered for the 2009 Bonnaroo Music Festival, Garnier Fructis was there to help them stay in style. And AMP Social Media was there to extend the brand's efforts beyond the festival to an online audience.
AMP set out to leverage the common bond of music to engage current and potential consumers through a Twitter-based, music-themed outreach effort.
Garnier's dedicated Bonnaroo Twitter presence ignited followers through product giveaways and exclusive materials. Onsite Tweeting at Bonnaroo, coordinated live Tweet-ups and onsite VIP treatment drove traffic to Garnier's booth and gave concert-goers a fun, memorable Garnier brand experience. Garnier's Twitter post also enabled the brand to continue dialogue with consumers in post-Bonnaroo music activations.
With over 150,000 impressions in just four weeks, AMP and Garnier turned a one-off event sponsorship into an ongoing conversation and growing relationship with consumers.