Art comes alive on Randall’s Island in New York City as Hershey’s Take 5 takes Governors Ball at the annual music festival.
Five street artists created unique murals inspired by each of the nearing musical acts. The artistry created an experience that millennials couldn’t resist. Festival goers took the photo op to Instagram as they used the murals as a backdrop to pose with friends. The brand reached close to 9 million impressions on social media and was able to present 50,000 samples.
The brand succeeded as they connected their festive consumers to the Hershey’s Take 5 campaign by bringing a new mix to the musical remix.