Overview
The Backwoods brand team enlisted Matrix MKTG to design and develop an impactful activation footprint for one of the most exciting festivals in the United States, Rolling Loud Miami. Backwoods had to come to life in a way that demonstrated how it connects to its loyal consumers every day in a memorable space on this national stage. To up the challenge even more, the activation footprint was in the artist compound to which only celebrities and musical talent performing at Rolling Loud had access.
Approach
Our creative team developed a mood board that featured many brand elements and branded merchandise. The merchandise included branded T-shirts, branded snapback hats, branded sweat suits, branded letterman jackets and branded hoodies all in multiple colors. The merchandise was displayed as retail items in a store but was distributed to the attendees as swag.
We positioned Backwoods as a lifestyle brand that connects with its consumers by infusing recognizable cultural elements in the footprint design. Our team created a large activation space that created a visually appealing experience with memorable and shareable elements. The goal of this project was to engage visitors, demonstrate how Backwoods is engrained into the culture, and highlight the Brand’s lifestyle components.
Results
The Backwoods activation was so impactful that Matrix MKTG has been creating a new experience at Rolling Loud every year since 2021. Each year we create a new activation footprint to show the creativity of the Brand. In 2021, we created Manny’s Bodega. The New York style “corner store” was received so well that Rolling Loud made Manny’s Bodega a permanent installation at future festivals. For 2022, we created our take on a NASCAR garage with a podcast studio for artist interviews.
In 2023, we added Rolling Loud California, further expanding our relationship with the festival. In California, we created the Backwoods Super Store inspired by the Slauson Swap Meet to connect to the local culture. Next up is Rolling Loud Miami in July 2023, wait until you see what we do next!
