The team developed the GATE7 communication platform, as well as a mobile solution for booth construction and logistics as part of festival integrations. The project was implemented in several stages, where the participant of all brand activations had the opportunity to go to a music festival in Europe. At the first stage, S7 Airlines held an online drawing of tickets for local music festivals on social networks, namely VK Fest in St. Petersburg, Afisha Picnic in Moscow, and Alfa Future People in Nizhny Novgorod. Further, the GATE7 creative platform was broadcast at three summer festivals: Afisha Picnic, VK Fest, and Alfa Future People. The integration included the arrangement of activity zones, stage curation, line-up, as well as the release of festival bracelets for participants in brand activations. The concept is to offer music festival visitors a borderline state, when the coolest journey in life is only one step away. The symbol of such a start was the gate, which embodies the anticipation of flight, tempting prospects and movement forward. GATE7 is a symbol that unites a new generation of people who travel for the sake of the goal, and who feel part of the global festival community. The main place of attraction of the brand was a mobile structure, a recognizable element of which was a dynamic installation in the form of a gate made of creeping lines and bright plastic elements. The installation was made in such a way that, with minor changes, it organically fit into the format of any of the festivals and looked good during the day and at night. The most popular activation at the S7 Airlines booth was the interactive digital game Gate Runner — more than 3000 people passed through it. Thus, the communication component of GATE7 was significantly strengthened: the player ran through the airport to the gate, collecting miles along the way to fly to the European music festival. In this festival season, S7 Airlines also managed to influence the visual style of the AFP stage and diversify the line-up with foreign artists. Thanks to the airline, Alfa Future People was strengthened by famous DJs Netsky and What So Not. The BASS STAGE by S7 Airlines stage at AFP successfully competed with the main venue. The star line-up, high-quality light and sound made it the most attractive bass scene in the history of the festival, and it is very difficult to earn the respect and approval of the AFP music community. Article on sostav.ru
To make the presence of S7 Airlines part of the overall impression of the event.
The S7 Airlines zone worked as a place of recreation and acquaintance.
Visitors to S7 Airlines created and distributed content themselves.