ABOUT THE PARTNERSHIP
Allergan, a long time partner of AEG, found success in Stagecoach from the first year they partnered with the festival in 2019 to drive awareness for their Botox Cosmetic product. Since that time, Allergan has continued to grow with the festival and try new assets to bring unique activations to life for both Alle Rewards Members and new Allergan customers alike, beyond the individual product focus.
This year, Allergan expanded their partnership with the wildly successful festival once again by including two activation spaces, a sweepstakes and digital and social content strategy to bring all aspects of the partnership to life.
THE OBJECTIVE
To drive new customer acquisition for the Alle Rewards Program and to drive Alle Member retention by providing unique and custom experiences for the Stagecoach goers who are already a part of the Alle family. To expand Allergan's brand awareness through eye-catching content production and alignment with the festival to build deeper brand affinity.
THE EXPERIENCE
Allergan collaborated with the Stagecoach team to create branded lounge activations, one in the VIP Saloon and one in the General Admission area, which fit seamlessly into the vibe and aesthetic of the festival. The Alle VIP Lounge gave Alle Members a place to grab a drink, make a custom boot charm, Alle-branded customized bandana, or just enjoy the air conditioning. The Alle GA activation allowed Alle Members the chance to spin the wheel for their chance to win money towards Alle treatments and products. Fans who were not already an Alle Member had the chance to join on-site to receive the benefits and perks instantly.
Allergan also hosted a sweepstakes, which kicked off well before the festival and rewarded three lucky winners with an all-inclusive Stagecoach weekend, flights, ground transportation, VIP tickets to the show and Food and Beverage vouchers for everything they needed at the festival.
To highlight all areas of the experience, AEG produced custom video and photo assets to showcase how fans engaged with the attractions onsite and drove awareness across digital placements.
The Results
32%
Increase in Alle Membership Sign-Ups
17%
of Stagecoach offers redeemed in first month post-festival
