We created the “Lowe’s Studio” at Austin City Limits Music Festival. This DIY-inspired respite integrated Lowe’s into the music festival experience by providing fans a dynamic environment to relax, connect with artists, and explore their creativity.

Core fan engagement: one-of-a-kind, stripped down artist performances live from the Studio. These intimate, storyteller-esque sessions featured artists discussing their creative process and inspirations.

Additional engagements included:

? Rhythm Of Paint – Custom electronic drum set. Each beat triggered a dynamic display of light and paint, allowing fans to self-express through their own performance art

? 180-Degree Photo – Personalized, interactive fan gifs via 20 elevated cameras with ACL crowd in the background. Immediate digital delivery for social sharing.

? Texas Star – Custom-fabricated piece of public art for fans and artists to sign, leaving their mark at the festival

On-Site: 40’x40’ footprint, free wifi, ACL app integration, exclusive right to host artist performances from a sponsored area, ACL push notifications to promote performances

Shazam: Pre-festival targeted buys/placements in Texas market to promote performances, on-site beacon activation, exclusive artist destinations, extensive social media integration, post-festival nationwide buys/placements to promote content, database retargeting

Artists/Labels: Social posts before festival (promote Lowe’s Studio appearances), during festival (real-time shout outs from Lowe’s Studio) and post festival (promote content). Partner Artists:

? Andra Day

? Corinne Bailey Rae

? Brett Dennen

? Jack Garratt

? Foy Vance

? LANco

? The Naked & Famous

? The Strumbellas

? Wild Belle

? Saint Motel

Digital Buy: Native advertising buy for 1 month post-festival to promote content on www.lowesstudio.com

PR: PR efforts during and post festival, led by Lowe’s PR and social teams

Fans: Turnkey, sharable content via customized gifs provided by Lowe’s Studio

QUANTITATIVE:

Total impressions = 21,000,000+

QUALITATIVE:

The Lowe’s Studio activation was cited in numerous publications as the best sponsor activation at ACL, and Lowe’s received considerable brand recognition and appreciation via social media from millennial music fans.

Lowe’s conducted on-site surveys to capture the festivalgoer’s change in brand perception after interacting with the footprint. Even with pre-participation attribute levels being high, experiencing the Lowe’s footprint showed an average of a 5% lift across 12 measured attributes.

Millennials accounted for 7% greater reach and effect than non-millennial festivalgoers.