Project Main Details
With a shared passion for positively changing lives, Life is Good approached ******** with a challenge…. How can we successfully scale our fundraising efforts while simultaneously reaching a younger audience?
Superfly’s solution was to create an all-ages outdoor music festival featuring family friendly activities and top tier musical talent.
The festival came to life on the beautiful Prowse Farm in Canton, MA, just outside Boston, boasting three stages of world-renowned musicians.
The event also included an array of games, interactive art, and top tier children’s programming that truly appealed to all ages.
The festival attracted more than 15 brand partners including Comcast, Smuckers, UPS and Citizens Bank - providing value through onsite experiences, sponsorship, and co-promoting the event through their own media outlets and social profiles.
The best part? By simply purchasing a ticket to the festival, attendees immediately became part of a community of fundraisers supporting the Life is Good® Playmakers.
Over four years, Life is Good festival brought more than 120,000 attendees to the event, and garnered hundreds of thousands of views online.
And keeping in line with the company’s brand objective to reach a younger, cause-driven audience, 70% of attendees were young professionals between 25-44.
Beyond the event experience itself, the festival generated over 300 million earned media impressions, extensive press coverage, and a television special on Palladia network.
And most importantly, the festival raised over 4 million dollars for the Playmakers fund
Together, Life is good and Superfly created a brand extension that fully realized the company’s mission of spreading the power of optimism. By uniting music fans around a worthy cause, Life is good was able to drive brand awareness in an unprecedented way, successfully amplifying their fundraising efforts.
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