Hershey's Take 5 Gave Festivalgoers at Governors Ball Cool Backdrops for Instagram

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." [jwplayer mBdjWer0-1kT9Z8rj] CREDITS 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 Magnetic Collaborative

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Hershey's Take 5 Gave Festivalgoers at Governors Ball Cool Backdrops for Instagram

Murals by street artists inspired by festival acts

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Kristina Monllos