General Mills tasked Prime Marketing with creating a 3-day sponsorship activation at the Mac and Cheese Festival. As the festival’s title sponsor, Prime hosted a family-friendly Annie’s lounge to educate consumers and increase brand awareness. Activation elements included interactive games, sampling/tasting of a variety of products, entertainment and a photo booth. Lounge entertainment included cooking seminars and DJ performances.
45% of festival attendees entered the activation (45,000+ attended the festival)