Garnier: Activation with Lots of Potential
Posted: 1/7/2010 10:16:20 AM by
Carrie Urban Kapraun | with 0 comments
You may have seen Joe’s recent blog about the partnership between Best Buy and Children’s of Minnesota. The partnership includes some pretty unique and well-suited activation. Inspired by that partnership, I set out to find some additional examples of good activation programs.
Garnier, a division of L’Oreal, caught my attention because of its activation around its corporate sponsorship of Bonnaroo Music & Arts Festival. As a major sponsor of Bonnaroo, Garnier Fructis hosted the Rock Your Style Bonnaroo Salon. The salon offered hair washing, hair styling, free samples, karaoke and giveaways. The full-scale salon allowed concertgoers of the multi-day festival an opportunity to freshen up – a much needed amenity after several days of camping and apparently limited shower facilities.
Similar to the partnership between Best Buy and Children’s of Minnesota, this activation program provides the audience something of value – something that is needed. Garnier could have simply provided samples, which would have not made such an impact and likely, many would have gone unused. Instead, Garnier created the opportunity for people to sample its products on-site in a fun salon-like setting.
A quick search on Bonnaroo’s community boards finds that a few concertgoers highlighted the Garnier salon as part of their Bonnaroo experience.
In general, Bonnaroo integrates its corporate sponsors in a way that augments the concert goers experience, with programs such as Café Where hosted by AT&T or the True Music Lounge hosted by Budweiser.
Another example of Garnier activation program: In 2009, Garnier Nutritioniste, provided Wimbledon attendees with much needed sun protection by providing and applying sunscreen.
Garnier is also a sponsor of Project Runway, which again showcases their products being used.
Although these activation programs are great, there are always ways to improve and expand. My first thought was to expand the Garnier Salon to other multi-day music festivals. My only concern is that Garnier would need to determine if its products are a good fit with those other festivals. Some of the festivals are more green-conscious and because Garnier is on PETA’s list of companies that do test on animals, the wrong corporate sponsorship could potentially backfire and create a PR nightmare. So Garnier would need to be particularly selective in its choice of festivals.
Another thought was for Garnier to tap into some of the entertainment at Bonnaroo. Garnier could use its products to help style one of the bands. The band could do an autograph signing and a meet and greet for select attendees. Garnier could extend the relationship with one of the bands to provide special content or other exclusive experiences. Lastly, Garnier could provide samples or the salon experience to the bands as well.
In 2008, Garnier and Maybelline did the “Great Beauty Tour.” Garnier could again partner with Maybelline or another Bonnaroo sponsor such as Sharpie or AT&T to further expand the program. It might make sense for Garnier to sell products on-site, like a limited edition product available only at Bonnaroo. It is also a great opportunity to introduce a new product.
What do you think of Garnier’s activation? What are some other ways Garnier could improve their activation program? Other companies such as Paul Mitchell have also been providing salon experiences at sponsored events, any thoughts?
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Filed under: entertainment, events, music, activation