CAMPAIGN: Yellow Tail Summer Tour
CLIENT: iHeartRadio
FABRICATOR: Pinpoint
Yellow Tail and iHeartRadio had a challenge, and Pinpoint was ready to solve it!
Yellow Tail, the Australian wine brand, aimed to create a feel-good immersive sampling experience for consumers targeted at 21 to 34-year-olds at four iHeartRadio summertime music festivals. However, wine has not been the go-to adult beverage at festivals, and we wanted to help change this. Above and beyond brand awareness, the goals of this multi-month initiative were to educate, taste, and activate at premier festivals across the country, including:
- Z100 Summer Bash – Hudson Yards, New York City
- Coastal Country Jam – Long Beach, CA
- iHeartRadio Music Festival – Las Vegas, NV
- Fiesta Latina – Miami, FL
Working in partnership with iHeartRadio, Pinpoint was asked to conceptualize, design, fabricate, transport, and install a custom 20’ x 10’ activation footprint at each festival stop for Yellow Tail. With the activations taking place at multiple iHeartRadio music festivals, the theme was intended to connect the Yellow Tail brand to the passion and excitement of music, while highlighting the vibrant Yellow Tail colors and celebrating the mouthwatering selection of delicious white wines, perfectly chilled to enjoy summertime vibes.
To create share-worthy photo moments, Pinpoint fabricated a dimensional backdrop with custom props, including 7-foot-tall headphones, a neon-like lit sign, oversized fruit, and multiple 36” tall replica wine bottles to capture the feel-good essence of Yellow Tail. The footprint was then surrounded by a double-sided U-shaped wall, colorful floor graphics, and Yellow Tail’s iconic kangaroo brandmark protruding from the top.
For added engagement, Pinpoint developed a photo kiosk that printed physical photos and also provided the ability for consumers to share the experience on social media or send the photos via email. This strategic data capture provided Yellow Tail the ability to engage with thousands of consumers who opted in for post-event communications.
The immersive experience was designed to be highly visual, ensuring that attendees would be drawn in and inclined to capture memorable moments and share those with others. The design strategy proved successful as the activation space always had extensive foot traffic and the premium wine inventory was exhausted at each event.
The overwhelming success of the activations prompted Yellow Tail and iHeartRadio to engage Pinpoint to expand its multi-stop tour in the coming years. The impact of Pinpoint’s work even sparked admiration from other renowned brands, leading to glowing reviews from neighboring brand activation teams, who couldn’t help but exclaim, “It looks like a movie set!” and, “This is the first activation your eye is drawn to when you first walk in.”
About Pinpoint
Pinpoint is a full-service project resource with serious in-house production and fabrication capabilities. As a partner to our clients, we’re able to customize almost any product or space to captivate audiences and help create unforgettable share-worthy experiences. From permanent exhibits to traveling trade shows, we’re experts at fabricating build environments worth talking about.
