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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.
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