We dropped 15,000 colorful towels at recreational hotspots across the U.S. to let people know about the six-festival Dell Summer Rocks Tour and sweepstakes with an invitation to access the V.I.P. Dell Dome that was on-site at the concerts. This promotion and sponsorship also brought attention to Dell’s colorful new Studio laptops of the same colors.
The Dell Dome
Large-scale checkerboard mosaics comprised of hundreds of colorful beach towels were strategically placed flat on the ground by a team of brand ambassadors in Austin, Texas Chicago, Illinois Los Angeles, California Miami, Florida New York, New York Seattle, Washington. The premium bamboo towels evoked the new Dell Studio laptop PCs, which were available in more than 10 color combinations. Hangtags on the towels announced the Dell Summer Rocks Sweepstakes, which offered passionate music fans the chance to win one of 10 pairs of tickets to the Austin City Limits Music Festival, Sept. 26-28 in Austin, Texas.
Inside the Dell Dome, visitors could take part in a unique Dell experience that included a pop culture a hair salon where stylists recreated iconic rock star hairdos, custom Mike Ming original airbrush tattoos, and more.