BottleRock Music Festival Activation

Client: Land Rover
Project: Brand Experience & Consumer Engagement at BottleRock Napa Valley
Role: Activation Producer, Brand Engagement Strategist

Overview:
Land Rover wanted to bring their Defender line to life at BottleRock, one of Northern California’s most celebrated music festivals. Over three immersive days, I helped produce and manage a high-touch brand experience that celebrated the rugged elegance of the Defender, while offering festival-goers hands-on interaction, creativity, and unforgettable keepsakes.

The Activation: Where Lifestyle Meets Legacy
The Defender booth was a standout on the festival grounds, blending tactile interaction with elevated branding:

Key Components:

  • Hero Vehicle Display:

    • Defender OCTA (top-tier model) staged inside the booth for a luxe, up-close experience.

    • Baseline Defender displayed outdoors in a rugged, rock-strewn setting for a bold contrast.

    • Guests were encouraged to explore both models, sit inside, and snap photos.

  • Professional Photo Moments:

    • A team of photographers roamed the festival capturing high-quality branded portraits via the HYPNO app.

    • Defender-branded watermark applied to each photo.

    • Over 3,000+ attendees received images instantly on their phones — a powerful tool for organic social sharing.

    • People loved the photos so much, they returned with friends and family, expanding reach naturally.

  • Daily Interactive Brand-Crafting Stations:
    We created three unique activations, one for each day of the festival:

    • Friday: Custom car fresheners with leather rope, glass bottles, and essential oils — attendees mixed their own scents and branded their bottles.

    • Saturday: Leather suitcase tags where guests embossed their initials using real leatherworking tools on Defender-branded tags.

    • Sunday: DIY paracord bracelets with custom Defender clasps — combining function, festival flair, and brand pride.

Why It Worked:
This wasn’t a booth — it was a Defender lifestyle installation. We offered value, memory-making, and tactile experiences that connected guests emotionally to the brand. Through strategic design and thoughtful engagement, we created thousands of positive brand impressions, delivered share-worthy content, and made Land Rover an unforgettable part of each attendee’s festival weekend.