An experiential marketing campaign of epic proportions at the heart of San Francisco's Pride Parade
Blazing psychedelic colors, cart wheels, face paint and choreographed dance routines sparked the beginning of this experiential marketing activation at the 48th annual Pride Parade here in San Francisco. The vibes of love, acceptance and excitement were powerful as our brand ambassadors prepared to represent the new VOLTA show by Cirque Du Soleil. Saddling up our backpacks equipped with mounted illuminating boxes flashing photos of VOLTA performers alongside of show information, branded wristbands, and colorful 3D flyers, we headed over to our trolly car with anticipation for the coming parade promotion. Music & confetti filled the air, the DJ on the CBS float we marched with yelled “Are we ready, VOLTA? Let’s do it!” and off we went. The energy was high and the crowd cheered loudly while the brand ambassadors danced and passed out swag, their faces illuminated with recognition and happiness because... who doesn’t love it when the circus comes to town?
For the past several years CBS has partnered with Cirque Du Soleil to help produce an amazing visual show that includes acrobatics, music, and a heartfelt storyline. VOLTA is about a young, ambitious boy named WAZ, now jaded from years of chasing fame, finding himself through becoming a contestant on a game show. Cirque Du Soleil explained that,
“It is only upon meeting the FREESPIRITS and in returning through the memories of his childhood that he once again comes in touch with who he truly is, and has the courage to show his true self to the world. He will discover that ultimate freedom comes with self-acceptance, and with the liberation of the judgment of others... VOLTA is about being true to oneself, fulfilling one’s true potential, and recognizing one’s own power to make it possible.”
Have you ever been to a Cirque Du Soleil show? If so, you already know that their performances can instantly instill a sense of magic, innovation, and inspiration. If not, you are in for a big surprise! Like WAZ in VOLTA, we at Culture Vulture want to help create an experience for you that aligns with your core values. Over the past few years, we have worked with Cirque Du Soleil on multiple campaigns for their productions. This has included our street team passing out branded condoms at the Pride Parade that said, “We Pitch a Bigger Tent!” for their KURIOS show and dropping fish bowls of branded condoms in various LGTBQ-aligned retail locations throughout San Francisco.
As the late Maya Angelou once said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” One thing here is certain, experiential marketing helps consumers feel something; one thing we can all relate with and truly wish for everyone to experience. Let us help you create that sort of feeling again with your customers.