The lifestyle sunglasses company tapped BibRave’s project management and creative event skills at this iconic Golden Gate Park music festival
BibRave, the endurance, fitness, and lifestyle marketing agency was recently tapped to help create and execute an engaging brand activation for Knockaround Sunglasses during Outside Lands, a San Francisco-based, three-day festival celebrating music, food, wine, beer, art, and more.
BibRave, in partnership with Knockaround’s corporate leadership, managed Knockaround’s entire festival activation, from planning and coordination to event weekend staffing and execution. Knockaround’s brand experience centerpiece was an eye-catching, high-energy trailer that also served as an attractive pop-up shop and consumer engagement point. BibRave handled scheduling, staffing, sales, and consumer engagement, managed VIP ticket and product giveaways, and tapped Knockaround ambassadors to help work the festival activation.
BibRave also tapped the Knock Squad, Knockaround’s owned brand ambassador community that is also managed by BibRave, to spread the word about Knockaround’s Outside Lands presence and to help showcase the brand all weekend long. Knock Squad ambassadors worked with other Knockaround representatives to style festival goers with the best shades to fit their look, answered product questions, and facilitated sales.
“We’re proud to have worked with Knockaround for more than five years, so we know the brand’s values and vibe,” said Jessica Murphy, Co-Founder of BibRave. “Outside Lands was such a perfect event to introduce the Knockaround brand and products to new consumers, and we loved coordinating the Knock Squad members and other Knockaround ambassadors to showcase their cool and fun brand ethos.”
Outside Lands marks the first of three events that BibRave will support for Knockaround in 2022. The second was an activation around Knockaround’s new partnership as the Official Eyewear of Major League Pickleball. Next up is the Hood to Coast Relay, where BibRave will help Knockaround manage a Knockaround relay team, on-course activation, and post-race beach party experience and pop-up shop selling, among other things, a custom pair of Knockaround shades made specifically for Hood to Coast.
“This was the first time at Outside Lands for Knockaround, and we knew it was going to be a major endeavor with a short timeline but well worth it as the Superfly-run festival is one of the best in the world,” said Jeffrey R. Hennion, CEO of Knockaround. “In the end, our activation was a huge success and an important moment for Knockaround as we continue to expand our brand awareness globally. The partnership with BibRave including their expert project management, creative thinking and problem solving, and on-site execution was invaluable and directly led to the success for us at this event.”