intel “outside lands”

Intel was the main sponsor of the 2022 Outside Lands Music Festival at Golden Gate Park, SF.

Targeting the event’s Gen Z audience—a demographic all about climate action—we helped the brand illustrate thier core commitment to sustainability in their technology.

The program kicked off with a pre-event e-waste recycling program to highlight Intel’s mission of “tech for good” while giving attendees a chance to win upgraded festival tickets by donating old devices.

The main activation was a 40-foot by 40-foot space where, amid nature-inspired scenery, Intel told its stories of “Wonderful” innovation through gamified experiences. That included a DDR-style dance game, an AR fishing experience, and a rest area for weary concertgoers.

Over 5,500 festivalgoers stopped by the “Wonderful by Intel” experience throughout the weekend.

EX AWARDS: GOLD FINALIST, BEST FAIR OR FESTIVAL ACTIVATION

PRESS: ADWEEK

Agency: Superfly

Role: Concept, Copy

Channels: Experiential, Social, Digital

The DDR game called “Bring Back The Bong” (inspired by the iconic Intel “bong”)—was made from scratch using Epic Games’ new Unreal Engine and was played more than 1,500 times.

The inside area also included a Bamboo Garden (complete with AR koi fish) for some much-needed R&R in the midst of the festival chaos.

Adventurous fans who scanned the QR codes in the Bamboo Garden discovered the pond also doubled as an AR fishing game where they could win VIP upgrades including SOMA fast lane access.

We also customized the Iconic Outside Lands Windmill using solar panels powered by Intel, making this monument sustainably powered for the first time in its 15-year history.

RECAP VIDEO 

CD: Mathew Dillman