Upstream Music Fest + Summit is a three-day music festival taking place in Seattle’s original arts and entertainment district, Pioneer Square. Attendees discover acclaimed national artists performing alongside rising stars from the Northwest and beyond, and programming includes a one-day summit for artists to learn about navigating the music industry.
On-Site Activation & Branding
In addition to digital integration, Amazon was able to engage directly with consumers around the Upstream footprint. As presenting sponsor of the Main Stage, Amazon received significant branding exposure to the largest on-site audiences for the duration of the Fest. Elsewhere on campus, an Amazon Music pop-up shop was installed, allowing consumers to experience a giant 10-foot Amazon Echo, win prizes, pose for Seattle or music-themed photos and connect with brand ambassadors.
Upstream customers engaged with the Amazon brand before, during and after their Upstream experience, providing a consistent and authentic brand association.