3 September 2015
Did you make it to any festivals this summer? The Sustainability team did! We were in the Louder Lounge at V Festival activating our Scope partnership and our Pioneers programme. We had three tents in total – all of which were aimed at making Louder Lounge guests look and feel even more awesome while raising awareness of our two flagship Digital for Good initiatives.
The Scope Swag Shop – our Scope activation
To bring our national charity partnership with Scope to life for Louder Lounge guests, we created a charity shop with bells on called The Scope Swag Shop. Inside, guests were encouraged to ‘share it to wear it’ and spread the word around the VM/Scope partnership through their personal social media accounts – while taking away a vintage item of clothing.
Our partnership with Scope is about smashing stereotypes and unlocking potential and The Scope Swag Shop shifted perceptions of the typical charity shop by creating the best Scope charity shop ever within The Louder Lounge.
The ‘share it to wear it’ activation gave guests the opportunity to keep unique vintage accessories and clothing items as long as they achieved the required number of likes or shares on their social media accounts. Visitors to the Scope Swag Shop loved the element of competition as they raced against each other to win enough likes and social media shares to claim their coveted item.
The Scope Swag Shop GIF booth created an ongoing stream of GIFs and photos on Facebook, Twitter and Instagram with hashtag and brand mentions. We clocked over 200 tweets, 222 Facebook likes adn 5,531 hearts on Instagram.
Check out the #ScopeSwagShop to have a sneaky peak at what people got up to. Celebrities also paid a visit; Scope ambassador Alex Brooker got involved, and our biggest celebs were Matthew Lewis (Neville Longbottom) who got 135 retweets and 633 favourites from his 1.3m followers and Fleur East (X Factor contestant) tweeted her 222k followers. Singer Alexandra Burke and Game of Thrones’ Nathalie Emmanuel also stopped by for some browsing.
As well as raising awareness and building engagement around our Scope partnership, we also made many guests’ days by helping to make their festival outfits even more awesome. We enjoyed spotting our carefully chosen Swag Shop items on Louder Lounge guests over the course of the weekend!
Tens and Imarni Nails – our two Pioneers activations
Virgin Media is all about creating opportunities for small business and start-ups, and our Pioneers programme does just this. The Louder Lounge provides a great opportunity for our Pioneers, so this year we invited Imarni Nails and Tens to showcase their businesses – they were a huge hit!
Tens are a Scottish start-up comprising four friends that have created stylish sunglasses with a filter in the lens that makes your world look ‘ten times better’. Their business is going from strength to strength after a very successful kick starter campaign and their glasses were a real hit with guests, especially on Saturday which was an absolute roaster.
Imarni Nails, set up by Imarni Ashman, is a high-fashion nail design business that’s being catapulted into the limelight after doing incredible nail art for the likes of Lily Allen and FKA Twigs. The team of five artists were in constant demand over the weekend and we hear that Pixie Lott was a big fan!
Another Pioneer, Peco Poncho, provided biodegradable ponchos for Louder Lounge guests which became hot property when the heavens opened for a short period on the Sunday.
We ensured all of our Pioneers received coverage across all social media platforms and our first tweet about Tens received 3,655 impressions!
The Sustainability team were thrilled by the popularity of our activations and had a great time working in them while hosting a number of Scope Executives and Scope Ambassadors: Alex Brooker and the Mandeville Sisters. We were also joined by Jamal Edwards, one of our most famous and successful Pioneers.