For filmmakers, Sundance represents independence. For marketing whizzes, the word is interdependence. Each January, brand managers team up to rent out the empty shop fronts in Park City, Utah, and convert them into mini brand-activation festivals.
This year, T-Mobile's Village at the Lift provided space for Puma, the Hollywood Reporter and Sabra to show off their wares, along with a 5,000-square-foot nightclub. The Eco-Hideaway featured a selection of sustainable luxury brands. The Sky Lodge served Bertolli Soups and Patron tequila, and showcased Burt's Bees cosmetics, Fiat and Triple Goose Down jackets. Thule bike racks, AXE Hair, Monster energy drinks and Stella Artois beer were the featured products at the LIVEstyle Film Lounge.
The main events: the gifting lounges, where celebs show up empty-handed and walk away with a new set of clothes and an armful of cosmetics and electronics. In addition, the brands present panel discussions, cocktail parties, private dinners and late-night soirees celebrating the festival premieres.
Why would brands schlep out to Park City, Utah in the middle of winter? For one, the hype: Paparazzi await outside the velvet ropes; official photographers snap pictures as starlets and hip-hop stars try out the products. But marketing execs recognize Sundance as a superb networking site.
"There is such a targeted and influential audience at Sundance," said Chris Roubichaud, the CEO of leading PR agency PMK*BNC, and one of the creators of the Village at the Lift ten years ago. "The brands know exactly who will be here, including a lot of decision-makers in the film and entertainment. You can't help but run into someone who you can partner with or meet new people."
Also in attendance: several hundred media outlets, from full network news crews to one-person blogs. Sundance is a major entertainment megaphone. And the brands love connecting with the Sundance vibe of authenticity—the event's favorite buzzword—that emerges from the DIY and gritty films that the festival presents.
According to Roubichard, it's not uncommon for brands to meet young filmmakers who later direct commercials for them, helping subsidizing the next project. "At Sundance, the brands feel directly a part of things," he said. "Park City is so small and friendly. Everything's accessible."
Natrol Inc., MRI and PROLAB
Name: Lisa Sheppard, Senior Director, Marketing
Years working Sundance: 1
Why Sundance? Filmmakers and celebrities from all over the U.S. and the world attend
Goal: To bring a healthy way to "Enhance your Sundance" to the festival. There are parties and screenings going on until 1 or 3 a.m. Combined with the altitude and weather elements, Natrol offers a wide array of supplements to keep not only keep you healthy but to keep you energized. The goal is to reach thousands of industry insiders.
Film seen: None. Natrol has presence at both daytime and nighttime events.
Average amount of sleep per night: I'm averaging a good eight hours, thanks to Natrol's Melatonin!
Worst moment: The blizzard-like conditions on Saturday were not too fun.
Best moment: When mentioning B-12, guests were excited that we had some to help them get through the festival.
Brush with fame: We sighted Jason Mraz across the way and asked him to come into our gifting lounge. He couldn't have been nicer. That was a cool rockstar moment for me!
McDonald's U.S.A.
Name: Jessie Rau, Manager, External Communications
Years working Sundance: 1
Why Sundance? It provides the ideal exposure for McDonald's among celebrities, influencers and customers alike. McDonald's featured products this year are perfect for keeping film festival attendees warm as the temperatures drop; McCafe espresso beverages, featuring decadent Caramel Mocha, Fruit & Maple Oatmeal, New Apple Cinnamon Walnut Oatmeal, Apple Pie, New S'mores Pie and a variety of warm cookies.
Goals: beverage and menu item trial, and building awareness for McDonald's and the McCafé brand among celebrities, influencers and customers … and raising funds for our charity of choice, Ronald McDonald House Charities (RMHC), through McCafe Project Warm Up: Lend a Hand to Warm a Heart
Films seen: Wouldn't that be nice!? We've been too busy warming up film festival attendees with McCafé beverages.
Average amount of sleep per night at fest: Minimal. Our staff is getting just enough rest to activate each day, but luckily we have a full supply of McCafé espresso beverages and hearty Oatmeal at our fingertips to keep us energized!
Worst moment: We certainly weren't anticipating 20+ inches of snow during our time in beautiful Park City.
Brush with fame: Nearly 100 celebrities visited the McCafé Fireside or Lounge at The Village at the Lift during Sundance to enjoy some hot McCafé beverages and participate in McCafé Project Warm Up: Lend a Hand to Warm a Heart. For each celebrity that traces their hand on a quilt patch and writes a warm message, McDonald's makes an on-the-spot donation to Ronald McDonald House Charities (RMHC), and the patches will later be turned into a beautiful quilt and auctioned off to benefit RMHC.
Timberland
Name and title: Maile Buker, Senior Director of Marketing
Years working Sundance: 2
Why Sundance? (It's) the perfect destination for an outdoor brand like Timberland. It provides an ideal backdrop to showcase our footwear, apparel and gear for festivalgoers who want to look great and stay warm & dry. Being an official sponsor gives us a great opportunity to create organic brand awareness, as we actively engage with consumers and influencers around a shared passion for the environment —what we call Earthkeeping. It also allows us to lend support to one of the premier film festivals in the world, one that regularly showcases visionary filmmakers who promote social justice and eco-consciousness, among many other topics.
Key strategy for brand activation: Our "Fade to Green" film festival platform serves as a reminder that, like Timberland, film goes beyond commerce to celebrate innovation, self expression and style. One key element of our 2012 Sundance activation revolved around celebrating "Random Acts of Earthkeeping"—the little things folks pledge to do to help reduce their environmental footprint. For every pledge made, we're planting a tree and participants also recieve a limited edition scarf. Additionally, we provided all festival filmmakers with Rime Ridge boots for men and Crystal Mountain boots for women, both waterproof, as well as co-branded Timberland/Sundance Film Festival winter jackets. Gloves were also distributed to more than 2,000 hard-working festival volunteers and staff.
Goals: Optimize the consumer's experience with our brand, measured by the number of consumer and media engagements, number of Earthkeepers Pledges, traffic on our SFF tab on our website, Timberland sales at our three local retail partners, PR hits and blog posts, overall impressions, number of celebs and influencers wearing our gear.
Films seen: 2011 opening night premiere Sing Your Song, the story of Harry Belafonte.
Average amount of sleep per night at fest: I'm in bed by nine, ask my team.
Worst moment: I spent seven hours dealing with my rental car during the (snow) dump we got. Even the chains didn't work.
Best moment: Hearing all the women go crazy over our stylish, waterproof boots!
Brush with fame: Llistening to John Malkovich's stories when at Sundance 2002 as a producer for How to Draw a Bunny. I was awestruck.
---Jason Silverman
