Yellow Tail Summer Tour

iHeart Media

A feel-good, positive-energy, immersive summertime consumer experience with multiple festival stops for Yellow Tail.

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

Working in partnership with iHeart Media, Pinpoint was asked to conceptualize, design, fabricate, transport, and install a custom 20’ x 10’ activation footprint at each festival stop for Yellow Tail.

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

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.

Photo Moment Participants

Fanny Pack Giveaways

Overflowing Impact

Pinpoint’s success with the Yellow Tail activation caught the eye of Lipton Iced Tea at the Hudson Yards event in New York City and their marketing team hired Pinpoint for another event. Lipton was so impressed with that project that they displayed parts of the activation at their NYC headquarters.