GURU x JACKALOPE Montreal 2023 Brand Activation

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The project

During JACKALOPE Montreal 2023, in partnership with GURU, Tribu developed an experiential marketing activation whose objectives were to increase brand awareness, promote the brand’s core values of authenticity, progressiveness and adventure, and increase the number of followers outside Quebec on Instagram.

The experience

First, a pre-Jackalope contest was launched on the GURU and JACKALOPE Instagram accounts targeting an audience outside Quebec, offering the chance to win the GURU VIP experience at Jackalope Montreal, including a skate session with Annie Guglia and PLG.

The activation then took place in the GURU VIP Zone, offering an elevated view of the skatepark and climbing area, snacks, drinks and an interactive skate-pong game. This zone also enabled festival participants to rub shoulders with the athletes. In addition, the GURU Van was permanently available, and cooler bars were placed in the VIP area and on site to increase visibility.