Stretch Experiential Marketing are the creative agency bringing brands to life at the largest ever Rage student festival in history. Among the experiences on offer are the biggest LED stage in Kwa-Zulu Natal and the Garden Route, plus a customised t-shirt app for Facebook from Stimorol Infinity gum; top DJ’s and bands plus a giant inflatable beach soccer court and even, the students own private beach and butler for a day. 

Over 35,000 students are expected to attend the 2011 4U Rage Festivals in the Western Cape and Kwa-Zulu Natal. 

As festival campaigns enjoy global prominence in brands' marketing mix, the team at Stretch were tasked with conceptualizing and executing some of the largest activations at this year’s 4U Rage Festivals, held from 25 November to 9 December 2011 in the seaside towns and on the beaches of Plettenberg Bay in the Western Cape and in Ballito and Umhlanga in Kwa-Zulu Natal. Stretch’s Rage clients include Stimorol, adidas Originals, Lipton Iced Tea and Malibu. 

Stretch, with a decade of local and international campaign activation knowledge behind its name, was assigned to conceptualise the greatest and most memorable year-end festival ever. 

“We looked at the brands and products and at what makes them special. From there, we delved into the student mindset and pulled out what makes them tick, helping to create a more meaningful engagement. We created a fully stretched customer journey with multiple touch points, that will also include the often-forgotten post-event digital dialogue,” says Mike Silver, managing director at Stretch. 

MEMORIES TO LAST A LIFETIME 

Stimorol’s brief to Stretch was to create activations that symbolised the lasting flavours of their chewing gum.
“The DNA of this campaign was the concept of creating memories that last forever. Just like their gum. We had to create magnificent, record-breaking memories for the students,” said Silver. 

Stimorol Infinity- The Rage Party is one campaign to keep an eye out as Stretch set out to make the most unforgettable night ever at Rage with memories that live on and on, just like the gum. Activations include a customised Facebook app (developed and created by Stretch) that allows the user to create and design their own t-shirt for them and four friends (delivered to their door prior to the festival); the largest LED stage in Rage history featuring acts by Goodluck, Jack Parow, Jax Panick and Goldfish. Memory men will mingle with the crowds, capturing each moment and face on videos loaded onto Facebook every few hours. 

SEVENTIES SPORTS 

This year, adidas Orginals, tasked Stretch with creating a retro sporting arena and associated activities. The global fashion and lifestyle brand has been a part of the Rage festivities for three years, comments Silver. 

“The beaches will feature large inflated soccer courts, where the all Originals Cup will be played for by teams of guys and girls, dressed-up in seventies inspired fashion. Think mullets, afro’s, head bands and tight shorts. Next door will be a giant inflatable adidas tetra foil leaf, resembling a colossal day-bed, where they can have pillow-fights, or simply relax. The adi-bus will house a photo-booth for instant printed pics and students can have their adidas sneakers personalised along the Walk of Art by top sneaker customisation artists. It will all come to a head with Roger Goode playing out of a giant adidas Originals shoebox.” 

YOUR OWN SLICE OF SUMMER 

Imagine owning your own private slice of beach for a day? The Malibu Slice of Summer private beach is reserved for those wanting some luxury service and time-out. Together with a personal butler, students can sip Malibu rum cocktails and nibble on canapé’s for a day, all on their own private beach. 

COOL DOWN 

Refreshing cool drink brand Lipton Iced Tea wanted a concept that reinforced their 'cooling down' brand positioning, where the students could experience water activities at their finest and most-fun. 

“The Lipton Cool Down Hour is an afternoon of revitalizing water-sports – water gun fights, giant tubes towed behind speed-boats and even large Lipton banana rides out to sea.” 

Stretch is a specialist experiential marketing ideas agency. They are all about live brand experiences that include event creation, sponsorship activation, consumer shows, in-store promotions, road shows, guerrilla activity, trade shows and exhibitions. Visit www.stretchexp.com, email Mike Silver mike@stretchexp.com or call 021 447 5633.