Case Study
Gamifying sustainability at the world's greenest festival
TeamPeople created a cutting-edge interactive gaming activation to connect with Gen Z at a world renowned music festival. This high-octane activation drew a huge audience with queues outside the brand tent, turning a skeptical festival crowd into passionate brand advocates.
unique players in two days
Winner
Best Festival Activation - Gold - EX Awards
AdWeek
Featured Profile
The Challenge.
How do you convince Gen Z that one of the world’s largest technology companies can relate to the festival goers at the most eco-conscious music festival in the world?
At TeamPeople, we took that challenge very seriously. We knew a standard corporate tenet wouldn’t cut it. We needed an experience that spoke their language, starting with a customized Dance Dance Revolution (DDR) experience and continuing the narrative all the way through to a solar-powered windmill.
What we did.
The DDR activation incorporated a customized rhythm game set in the futuristic world of "Spark City." As users danced to the music, interactive elements were triggered, showcasing dynamic VFX that changed based on the time of day.
The game was developed using Unreal Engine 5, making use of advanced lighting features and high visual fidelity to ensure the user was fully immersed in the experience.
Outcomes.
Brand awareness
The scoring strategy of the activation meant that many users came back continuously to try and beat their own scores or even better those of their friends, driving massive repeat engagement.
Industry & media acclaim
The activation didn't just resonate with festival-goers; it captured the attention of the wider marketing and tech industries. By seamlessly blending cutting-edge technology with a sustainable narrative, the project earned the Gold EX Award for Best Festival Activation and secured a featured profile in AdWeek, amplifying the brand’s message far beyond the festival grounds.
Authentic cultural resonance
By anchoring the high-tech DDR experience with a solar-powered windmill, the activation successfully shattered the stereotype of the "detached tech giant." It proved to a notoriously cynical Gen Z audience that a massive technology corporation could genuinely align with their eco-conscious values, transforming passive festival attendees into active brand advocates.