PARK CITY, Utah—The Sundance Movie Competition’s 2024 model companions are enjoying an enormous position on Foremost Avenue.
It’s powerful to journey a single block with out recognizing an activation. Competition goers can go to DoorDash’s pop-up comfort retailer, or relaxation in one in all a number of brand-sponsored lounges. Adobe, Acura, Audible, Canon, Chase, Shutterstock and United Expertise Authority all have devoted areas to host company and are operating their very own programming.
Media even have a presence on the pageant this 12 months, together with publications The Reduce, Selection and Vulture.
It goes with out saying that manufacturers view Sundance as a beneficial promoting alternative, however that’s not their solely position on the pageant. An uptick in cinema pre-show spot gross sales means that extra manufacturers aspire to the massive display.
In 2022, job search website Certainly purchased out all the 160-minute cinema pre-show slot through the opening weekend of Jordan Peele’s movie Nope, and aired its personal brief movie throughout that point. Some aspiring filmmakers attend the pageant in hopes of forging model partnerships which may fund their tasks. In the meantime, advertisers are congregating simply off Foremost Avenue on the Lodges at Deer Valley to attend the Sundance-affiliated content material observe BrandStorytelling.
BrandStorytelling programming is full of brand-sponsored content material throughout varied codecs. On Thursday night time, IPG consumer göt2b sponsored a non-public screening of the documentary it funded, Queen of New York, and an afterparty. At present, the Publicis bespoke company Staff One is screening two of its brief movies about model longevity primarily based on Staff One chief technique officer Mark Miller’s guide, Legacy within the Making.
Examine again all through the week for extra updates from the pageant.
DoorDash and GroupM‘s pop-up comfort retailer
DoorDash partnered with GroupM to debut a pop-up comfort store situated on Park Metropolis’s Bear Walkway, simply off Foremost Avenue. There, pageant goers can seize a free scorching chocolate and buy important gadgets corresponding to snacks, hand heaters, sanitizer, mouthwash, Advil, dry shampoo and condoms.
DoorDash model companions Lumify, Trojan, Batiste and Yeti offered a few of them. Audible and Adobe—different manufacturers with a major presence on the pageant—are additionally providing some DoorDash prospects free three-month memberships.
With its first Sundance activation, DoorDash needs to ship a message: It does extra than simply restaurant supply. The “Your Door to Extra” activation straight references the model’s new marketing campaign produced with new company associate Wieden+Kennedy. The marketing campaign debuted through the NFL Wildcard spherical on Jan. 13, and can seem within the Tremendous Bowl.
“We’re shifting away from simply restaurant supply and into an area the place we will convey you all of the issues that you just want. Not simply meals, however your comfort gadgets, your retail stuff. [There is] much more to come back,” stated Lauren Schrimmer, a model marketer overseeing DoorDash’s client merchandise. “What we’re doing right here at Sundance actually ties into that, as a result of we’re your private assistant on the bottom.”