For State Farm’s 2017 activation at the iHeart Music Festival Daytime Village, Hatch designed and produced Neighborhood of Good Lounge, benefitting the Boys and Girls Club of America, part of their Here to Help initiative.
We retrofitted a structure tent with custom graphic paneling and mounted branding, album and poster elements that were reactive to an augmented reality app. Fans who viewed the different elements on the walls with the app experienced fun overlay content.
Within the footprint, brand ambassadors interacted with fans handing out Jake from State Farm hats and encouraged guests to participate in “acts of good” by volunteering to fill after school activity packs for the Boys and Girls Club of America.
Charging stations were placed within lounge vignettes where fans could relax, cool off and watch a feed of the main concert stage.
