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Every company wants consumers to live its brand. Well, that’s what Deutsch LA and Volkswagen allowed 400 lucky Dave Matthews fans to do for three days when they offered the fans the ultimate camping experience during the Dave Matthews Band’ s legendary concert series at the Gorge.
Volkswagen wrapped up its summer-long sponsorship of the Dave Matthews Band by building a village called Area 41 at the Gorge Amphitheatre concert venue in Washington in August. Streets were named after VW cars and Dave Matthews Band songs.
Fans who won entrance to the area soon found it was almost like home: Volkswagen set up their tents for them, provided bags of loot that included solar lanterns and coolers that doubled as iPod speakers and even brought in showers and real bathrooms. Ten grand prize winners also won their own residence with a white picket fence, and a Volkswagen Routan to pick them up at the airport.
Moreover, Volkswagen set up a communal pavilion that served as the social hub of the weekend. Amenities included morning yoga, daily breakfast and smoothies made by Dave Matthews’ own smoothie lady, a library with books and games and a solar charging station.
What made this sponsorship even more unique is the rarity of Dave Matthews Band brand partnerships. Dave Matthews share many of the same values as the Volkswagen brand, and the event was centered on the idea of sustainability. VW in turn supported DMB’s biggest value: making the fans happy.