How Manufacturers Are Activating on the Sundance Movie Competition


PARK CITY, Utah—The Sundance Movie Competition’s 2024 model companions are enjoying a giant function on Fundamental 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 considered one of a number of brand-sponsored lounges. Adobe, Acura, Audible, Canon, Chase, Shutterstock and United Expertise Authority all have devoted areas to host friends and are operating their very own programming.

Media even have a presence on the pageant this 12 months, together with publications The Minimize, Selection and Vulture.

It goes with out saying that manufacturers view Sundance as a precious promoting alternative, however that’s not their solely function on the pageant. An uptick in cinema pre-show spot gross sales means that extra manufacturers aspire to the large display screen.

In 2022, job search website Certainly purchased out the complete 160-minute cinema pre-show slot through the opening weekend of Jordan Peele’s movie Nope, and aired its personal quick movie throughout that point. Some aspiring filmmakers attend the pageant in hopes of forging model partnerships that may fund their initiatives. In the meantime, advertisers are congregating simply off Fundamental 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 evening, IPG consumer göt2b sponsored a personal screening of the documentary it funded, Queen of New York, and an afterparty. At this time, the Publicis bespoke company Staff One is screening two of its quick 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 Fundamental Avenue. There, pageant goers can seize a free sizzling chocolate and buy important gadgets resembling 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 big presence on the pageant—are additionally providing some DoorDash clients free three-month memberships.

With its first Sundance activation, DoorDash desires to ship a message: It does extra than simply restaurant supply. The “Your Door to Extra” activation immediately 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 transferring away from simply restaurant supply and into an area the place we are able to deliver you all of the issues that you just want. Not simply meals, however your comfort gadgets, your retail stuff. [There is] much more to return,”  mentioned Lauren Schrimmer, a model marketer overseeing DoorDash’s shopper 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.”