This year’s Sundance Film Festival – the cinematic equivalent of the Lollapalooza music festival - is testament to the growing lure of entertainment as a must have commodity for brands across the board, as the 2011 event acts as a magnet for a wealth of brand activations.
HP, Honda, Chase and Southwest Airlines are among the major sponsors present at the event but there as also a large number of peripheral activations taking place around the ever-popular independent film festival.
A number of technology brands will have an overt presence, with Microsoft’s search engine Bing hosting screenings, panels and concerts based around the events content while Samsung promotes its Galaxy Tab tablet by sponsoring the city’s Ski Lift.
Footwear brands are stamping their presence too with Timberland acting as the event’s footwear and outerwear sponsor, kitting out around 320 filmmakers and staff. Elsewhere, boot brand Sorel will be attempting to steal some of Timberland’s thunder with an interactive mobile scavenger hunt campaign dotted around Park City.
Rapidly rising fashion brand Superdry is staging the ‘Superdry Experience’, a two-day fashion and entertainment lounge featuring filmmaker panels and music, at a local bar venue. Other fashion brands such as Diesel and Ben Sherman are also set to make appearances during premiere parties at the Nivea for Men House event.
Ralph Lauren is also making a major splash at Sundance in order to launch its latest fragrance ‘The Big Pony Fragrance Collection’ by showcasing a short film created by filmmaker and photographer Bruce Weber. The video short also features a musical collaboration with One Republic, who have provided the track 'Secrets’ for the production.
The Ralph Lauren campaign is notable because it is calling out all the digital stops to make its presence known, form a live performance form One Republic to Twitter Scavenger Hunts, interactive social media photo booths, Facebook Places competitions, QR codes…even the chance for non attendees on Twitter to win a dedicated song from One Republic singer, Ryan Tedder.