Gregory Mountain Products had designed some of their strategic marketing initiatives around event activations, trusting on a customer physical event experience to provide a strong interaction with their fantastic line of outdoor backpacks and bags. Part of this strategy was to activate at a number of outdoor driven events including adventure film festivals.
When they decided to create and host their own outdoor adventure film festival in their hometown of Salt Lake City, Cultivate stepped in and helped with the brand activation.
Cultivate came alongside the Gregory marketing team and developed an overarching activation strategy for the event that involved a number of micro attractions, all designed to introduce the communal, human and storytelling elements of the brand. This included an urban camping experience with campfires and marshmallow roasting stations, custom cocktail drinks named after various films in the program, live skateboard art creation, and strong Salt Lake City pride through an all-local outdoor gear raffle.
We also worked with Gregory to design in-program experiences that included a special guest appearance from characters of the film “The Mystery of Now,” which told the story of a grassroots collective of Native American skateboarders and artists on an Apache reservation in Arizona. The guests created live art on skateboards, wowed the crowd with skating, and participated in a Q+A roundtable discussion after the film had played.