The Governors Ball Music Festival is a multi-day annual music festival held on Randall’s Island in New York City during early June. With over 40,000 attendees per day, the festival has grown to nearly 60 acts over 3 days, including rock, electronic, hip-hop, indie, americana, pop, folk, and more. In addition to the music, the festival features popular NYC restaurants, food trucks, art installations and activities including Silent Disco, ping pong, photo booths, and lawn games.
The organizers reached out to Overall Murals to produce their bold Governors Ball 2014 visual at the top of the Bedford Ave train stop in Williamsburg, Brooklyn; one of the busiest stops in the MTA system. The campaign features a unique component – a whimsical cartoon collage of happy faces, outstretched hands, and beach balls, with hand-lettered instructions for submitting a photo of yourself “crowd surfing” the mural for a chance to win 2 VIP tickets to Governors Ball 2014, featuring Outkast, Jack White, Vampire Weekend, The Strokes, and many more.
Social media interactions with the mural campaign were successful. Many hopeful participants posed in front of and “surfed” the painting via Instagram and Twitter. Equally exciting — two of the three Sold Out festival dates were sold during the life of the advertising campaign.