Have an account? login. Don't have an account? Create an account for free for unrestricted access.
FMBX News
Posted: Jul 8, 2011
Timberland enjoys Cornbury generation
The Timberland Earthkeepers Power Camp has had its first showing at Cornbury Music Festival. It will also be seen at Camp Bestival later in the Summer. The activity is run by Sense.
The brand experience has a strong focus on the environment with various methods of people power electricity generation in action. Sense reports that at Cornbury enough power was generated to run a 3 bedroom house for 3 days.
The Earthkeepers Power Camp is an interactive consumer experience designed to reinforce and educate consumers on Timberland’s environmental commitment, in a fun, engaging way that creates a connection between brand and like minded individuals.
Showcasing the latest products from the Earthkeepers™ range is just one part of this unique and totally energy self sufficient experience.
To increase dwell time and brand interaction, consumers are offered free hot drinks and smoothies...as long as they’re prepared to make them:
- Consumers will be given the chance of a free hot drink by running for six minutes on our log roll powering the kettle!
- Consumers wanting a free smoothie can hop on a bike and blend it themselves via the pedal power they create!
The stand also features covered seating within and an open air seating area on top of the rear of the stand. This also provides a viewing platform offering people a unique vista of the festival landscape. Around the stand are free to use mobile charging points, all helped by solar panels connected to the stand and set atop three Timberland trees that sprout from the viewing platform.
Visitors to the stand are offered a handheld windmill made from wildflower seeded paper and biodegradable sticks to take away and plant when they get home - as a playful yet pertinent reminder of Earthkeepers.
Consumers can try this season’s range of apparel and footwear with the opportunity to buy via online portals set within the stand and have their purchases delivered straight to their doors following the festival.
To drive awareness of the activity around the festival site, we’re placing Timberland branded recycling skips that have been converted and feature branding for different types of waste. They have a turfed ‘lid’ on top of them, a Timberland tree growing and a couple of benches made from reclaimed materials.
Access is via some simple steps on one side providing festival goers with a quirky place to hang out and discard their rubbish amidst the fragrant flowers which are planted in the skip to counter the potential reek of festival smells.... the perfect meeting point for festival goers!
Camp Bestival and Cornbury music festivals have been targeted by Sense for the activity owing to their higher proportion of ABC1 consumers aged 25-44 and their more relaxed, family friendly atmospheres.
