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LG Gets Dirty: Bonnaroo Brand Activation Recap

The LaundROO Lounge powered by LG and Vintage Clothing Swap was a massive 3,600 foot activation during Bonnaroo Music and Arts Festival.

Bonnaroo Music and Arts Festival took place June 7th through 10th in Manchester, Tennessee. An estimated 80,000 festival goers are predicted to have attended this past year, which represents an uptick from years past. Over the past two years, the festival has bounced back from having a dip in attendance numbers in 2016. As the numbers have risen again, so have the number of sponsors and activations on site.

This year, Bonnaroo had partnerships with Miller Lite, Bacardi, PayPal, Red Bull, StateFarm, Fiat, LG, Barefoot, Coleman, Lays, Asics, YouTube, Larabar, Totino’s Pizza Rolls, Nature Valley, Old El Paso, The Les Paul Foundation, Tito’s Handmade Vodka, M&M’s, Facebook Messenger, Uber, Bulleit Frontier Whiskey, SiriusXM, Bell’s Inspired Brewing, Crazy Mountain Brewing Company, Oskaa Blues Brewery, Pandora, Collisions, Eco Products, Relix, Jambands.com, Fader, and JamBase. There were free pedicab rides powered by Uber, the opportunity to box up food for a local food bank with State Farm, Chance the Rapper playing volleyball at the Bacardi Oasis, late night pizza rolls provided by Totino’s, a chance to see artists create music in the Red Bull Music Academy Bass Camp on-site studios, and many more activities.

While it was not the hottest year on record, temperatures were well into the 90’s all weekend. It certainly was a hot and sweaty weekend for attendees. By the end of the day (or the next morning if you made it to a sunrise set), a combination of dirt, dust, and sweat were definitely soaked into your clothing. Luckily, the Bonnaroo Team added a laundromat to the grounds so festival goers can clean their clothes and make their time at the event (and the car ride home) smell a little bit better. The LaundROO Lounge powered by LG and Vintage Clothing Swap was a massive 3,600 foot activation that offered a range of amenities, including free laundry and a clothing exchange. Located right next to the famous arch in Centeroo, the lounge featured 50 washers and dryers, the LG Styler clothing care system, air conditioning, charging stations, video games, and places to lounge both inside and outside. Attendees were able to drop their clothes off for a full wash, dry, and fold, completely complimentary. This free service was not only a great benefit to those who took advantage of it, but was a great way for LG to showcase their cutting edge washer and dryer as well as their LG Styler clothing system. Over the four day event they hosted over 7,000 visitors and washed an excess of 1,200 loads of laundry. Those who dropped off their clothes could either go enjoy the festival or relax in the lounge. During the hot and humid days the air conditioned space was a haven to many who were able to charge their phones as well as play video games on LG 4K UHD televisions. The dozen TVs that were used in the activation were even donated to the Clarksville-Montgomery County School System after the festival.

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“LG brings the best innovations to make consumer’s lives easier and more efficient. As a camping festival, Bonnaroo brings together great music and even better vibes,” said Dave VanderWaal, senior vice president of marketing, LG Electronics USA. “As resident Tennesseans, we wanted to take part and encourage festival goers to go out and have fun, dance in the mud and #GetDirty because LG will be there to help you get clean at Bonnaroo and at home.”

Those who wanted to spruce up their festival wardrobe could also swap out their clothes at the Vintage Clothing Swap. LG partnered with What Goes Around Comes Around, a New York based vintage shop, to bring 2,500 pieces on site to be traded out for other articles of clothing. The shop is known for sourcing gently used clothing from luxury labels like Givenchy and Chanel. There were even stylists available on site to help festival goers choose a new outfit from a selection of trendy and fun vintage pieces. The clothes swapped were then washed and put on display for others to peruse. All of the items that were left at the end of the weekend were then donated to a local organizations in collaboration with the United Way of the Greater Clarksville Region.

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The event also served as a good opportunity for LG to connect with its home state of Tennessee. Bonnaroo Music and Arts Festival takes place just two hours from Clarksville where the company will be launching a $250 million dollar plant later this year that will create 600 new jobs. The plant will supposedly be able to make a washing machine in ten seconds, with the capacity to produce more than a million units a year.

Bob Rolfe, Commissioner of Economic and Community Development for the State of Tennessee even commented on the activation stating that, “In addition to investing a quarter billion dollars and creating hundreds of good jobs for Tennesseans at its new Clarksville washing machine plant, LG is demonstrating its commitment to giving back to the community. Bringing LG’s advanced washers to Bonnaroo was a huge hit among festival goers, and it’s wonderful that these products are going to good use in the local community following the event. That’s what they mean by saying ‘Life’s Good with LG.'”

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While most activations simply give attendees free swag or provide a nice place to chill, LG went above and beyond by providing a useful service to Bonnaroovians. Those who participated got clean clothes, a place to chill, and learned more about LG products. The company did a wonderful job of not only creating an engaging experience for festival goers but they also found a non-invasive and creative way to showcase their products.

The entire activation served as a wonderful display of LG’s products by putting them into action and demonstrating their usefulness and superior quality. The company also furthered their connection to the community in which they operated in by not only connecting with local festival goers but by also giving back to the local area through the clothing and television donations.

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