Yellow Tail Summer Tour
iHeart Media
![Image](https://experiencepinpoint.com/wp-content/uploads/2024/05/iHeartMedia-1.png)
About The Project
Yellow Tail, the Australian wine brand, aimed to create a feel-good, positive-energy, immersive summertime consumer experience targeted at 21 to 34-year-olds at four iHeart Media music festivals in 2023:
- Z100 Summer Bash – Hudson Yards, New York City
- Coastal Country Jam – Long Beach, CA
- iHeartRadio Music Festival – Las Vegas, NV
- Fiesta Latina – Miami, FL
Objective
The Build
The space linked the Yellow Tail brand with music, showcasing the vibrant colors and Australian roots while attracting attendees with engaging props like giant headphones, large wine bottles, soundwave symbols, oversized fruit, and a towering replica of the kangaroo logo.
The impact of Pinpoint’s work drew admiration from other well-known brands. Competitors' brand activation teams couldn’t help but comment, “It’s like a movie set!” and, “This is the first activation your eye is drawn to when you first walk in.”
Deliverables
- Fabricated modular walls with fully custom branding
- Dimensional “sound wave” sculpture
- Backlit, dimensional push-thru-acrylic signs
- Branded vinyl flooring and high-top tables
- Photo op: fabricated high-density foam headphones, 88”H x 60”W x 32”D
- Fabricated, 36”-tall wine-bottle stanchions with printed vinyl “labels” and painted bases
- Large-scale, dimensional, cut-out Yellow Tail kangaroo logo
- Custom-built sampling bar
![Placeholder Image](https://experiencepinpoint.com/wp-content/uploads/2024/06/Yellow-Tail-Festival-Activation-6-scaled.jpg)
![Placeholder Image](https://experiencepinpoint.com/wp-content/uploads/2024/06/Yellow-Tail-Festival-Activation-4-scaled.jpg)
![Placeholder Image](https://experiencepinpoint.com/wp-content/uploads/2024/06/Yellow-Tail-Festival-Activation-5-scaled.jpg)
![Placeholder Image](https://experiencepinpoint.com/wp-content/uploads/2024/06/Yellow-Tail-Festival-Activation-7-scaled.jpg)
Business Objectives
Yellow Tail’s business priorities were to engage consumers with a wine sampling and to collect first-person data for post-event marketing.
Our footprint design centered on the wine sampling, creating custom bars and unique queuing stanchions. This proved so successful that the premium wine inventory ran out at each event.
Capturing personal data was achieved with the photo op and branded giveaways.
Attendees who wanted their picture taken with the larger-than-life headphones had to provide name, date of birth, and phone number.
Attendees who wanted the fanny pack giveaway were asked by brand ambassadors to fill out a survey and scan a QR code, a data capture program that Pinpoint and iHeart Media collaborated to create.
![Image](https://experiencepinpoint.com/wp-content/uploads/2024/06/Arrow-44.png)
Overflowing Impact
See Similar Work
Talk With Our Experts
![Image](https://experiencepinpoint.com/wp-content/uploads/2024/08/Team-Photo_About-Pinpoint_23.jpg)
Steve Gentile
PARTNER & DIRECTOR OF STRATEGY
![Image](https://experiencepinpoint.com/wp-content/uploads/2024/08/Team-Photo_About-Pinpoint_17.jpg)
Matt Sciarappa
SENIOR PROJECT MANAGER
![Image](https://experiencepinpoint.com/wp-content/uploads/2024/08/Team-Photo_About-Pinpoint_22.jpg)
Kat Twohill
EXECUTIVE ASSISTANT & MARKETING COORDINATOR
![Image](https://experiencepinpoint.com/wp-content/uploads/2024/08/Team-Photo_About-Pinpoint_14.jpg)
Al Martone
FABRICATION MANAGER