150,803

Unique Samples

5,357

Cases Sold

93,455

Branded Premiums Distributed

Mike’s Hard Lemonade’s “Drink on the Bright Side” national advertising campaign served as inspiration for our experiential activation as we brought mike’s to life, giving consumers a firsthand chance to experience the larger than life brand, feel the happy, and find out what laughter tastes like, hint - it tastes really good!

Through 2018 and 2019, the “Welcome to the Bright Side” experiential activation traveled to twenty one of the nation’s most popular lifestyle and music festivals from coast to coast including Ohana Fest in Dana Point, CA, Country Thunder in Twin Lakes, WI, and Hangout Music Fest in Gulf Shores, AL, engaging with consumers in a way that was happy, bold, and authentically mike’s.

Tapping into both the brand and consumer desire for taking part in one of a kind shareable experiences, G7 designed and fabricated the “Welcome to the Bright Side” brightly colored, branded activation, which included several distinct consumer engagement areas that allowed consumers to sample, smile, and share their love of mike’s beyond the festival footprint.

At the front of the footprint oversized 3D SMILE letters greeted consumers - a perfect photo opportunity to share with friends, two product sampling bars within the footprint featured a selection of mike’s most popular and newest flavors, an adult (and sometimes dog) sized lemon ball pit captured consumers in an animated GIF photo experience, and ample places to kick their feet up including custom hanging hammock chairs, where consumers could, quite literally, hang out in while enjoying a nice cold mike’s with friends.

Over the past two years, ‘Welcome to the Bright Side’ tour, mike’s Hard Lemonade was able to deliver over 150,000 samples (averaging over 7K samples per festival), sell 5,000+ product cases, and distribute over 93,000 mike’s branded premiums, including sunglasses, bandanas, and koozies to keep their mike’s ice cold in the summer heat.

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