If you arrived at Governors Ball, the annual music festival on Randall's Island in New York City, this past weekend via the Manhattan Ferry entrance, you may have seen shipping containers that had been transformed by street artists into murals.
The point? To create what the brand called an "interactive 3-D art experience" that would give festivalgoers a photo opp worthy of Instagram—and, of course, to introduce them to the Hershey's Take 5 brand.
Like the brand's South by Southwest experience, the Governors Ball effort was meant to attract millennial consumers. "We wanted to give them a Take 5 experience but not be totally branded and in your face about it," said Dan Mohnshine, director of marketing for variety brands at The Hershey Company. "It was about adding value for consumers as they're heading off to Governors Ball."
Placing five murals by five different artists—each inspired by a different musical act—at the festival for attendees to pose in front of was part of Take 5's mission to grow the brand and "get involved in cool experiences," said Mohnshine.
"We know that millennials who participate in these types of experiences have a high propensity to then talk about them on social media," he said.
Peter Ferrari created a mural inspired by De La Soul. PaperMonster's mural was inspired by Robyn. Yok and Sheryo made a mural based on Action Bronson. Hamilton Glass' mural was based on Kanye West. And Joe Iurato made a mural based on Beck.
While the festival was canceled Sunday, the day Kanye West was set to headline, because of bad weather, the brand was still able to give away 50,000 samples and garner roughly 9 million impressions on social media.
"We want the first time you have a Take 5 bar to potentially be coupled with an experience that also helps you understand what the brand is all about," said Katy Hornaday, vp and creative director at Barkley, the creative agency behind the stunt. "It's all very intentional to illicit a loyalty for the brand as a whole."
Client: The Hershey Company
Dan Mohnshine, Director of Marketing
Chris Kinnard, Brand Manager
Margo Mcilvaine, Sr. Associate Brand Manager
Tyler Cook, Account Director
Julie Ray, Account Supervisor
Katy Hornaday, VP/Creative Director
Brandon Bennett, Sr. Art Director
Zack Browne, Copywriter
Molly Griffin, Strategist
Anita Strohm, PR Director
Tyler Bowser, PR Account Supervisor
Michael Martin, Motion Designer
Josh Dubois, Sr. Creative Producer
Theresa Thornhill, Integrated Producer
Brandon Painter, Community Manager
Stephanie Castro, Content Producer
Marianne Gjerstad, Director of Social Media
Jason Elm, Executive Creative Director