Bulleit built a 40-foot by 15-foot-tall 3D-printed bar at Tribeca.
When marketing to the creative class is a primary campaign objective, building experiential activations at film festivals is a worthy path to engagement. And for bourbon brand Bulleit in particular, which concentrates on penetrating local culture and communities through word-of-mouth marketing as opposed to advertising, a Tribeca Film Festival sponsorship was just the ticket. The brand created a space open for 10 days during the festival’s run, April 24 to May 5, that included a 40-foot by 15-foot-tall 3D-printed bar comprised of 7,000 components that took more than 2,000 hours to assemble; a 3D-printed cocktail contraption, a dj booth for official film afterparties, and video projections. We spoke with Ed Bello, U.S. and global brand director for Bulleit, about the brand’s experiential strategy behind the festival sponsorship—and beyond.
Event Marketer: Why was it important for Bulleit to be at Tribeca?
Ed Bello: We’ve been one of the key sponsors of it for two years now. But the most important reason is that it’s an iconic cultural moment in New York City, and we want to be a part of it. Over the last few years, our brand has been doing key collaborations in iconic cities like L.A., New York and Oakland during cultural moments. So, the Tribeca Festival was a natural outcome.
It’s a key cultural moment with filmmakers, entertainers, folks who are pushing boundaries, pushing innovation and cultural frontiers. The heart of Bulleit and our marketing platform, called Frontier Works, is rooted in collaborating with innovators, creators and makers doing interesting things that are pushing boundaries. At Tribeca, we brought together filmmakers, craft mixologists and leaders in 3D technology.
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EM: How is the activation different this year?
EB: We’ve had several different Frontier Works activations. Three years ago, one of the initial ones was a partnership with over 30 tattoo artists who came together to collaborate and create the world’s largest tattoo out-of-home billboard. We did that in Silverlake in L.A. Then last year, we collaborated with the Queen of Neon from L.A., the artist Lisa Schulte, and illustrator Brendan Donnelly, to create a more than 30-foot-wide neon outdoor billboard, which is still sitting almost two years later in Grand Central Market in downtown L.A. This year, we decided to take it even further and bring together what is at the heart of the brand—craft cocktails and mixology—and 3D-printing technology. We did a pop-up in Oakland, in Austin and then Tribeca. The plans are to go to L.A. and Chicago, and then a few other stops.
EM: Generally, what is your target demographic? Does it change depending on your location or objective?
EB: We don’t actually have a demographic. We have what we call a target consumer, and these are folks who …read more