The H2O Music Festival in Los Angeles is a celebration of the Hispanic 2.0 movement with a showcase of music and unique experiences. Chevron, MiO, MetroPCS, Huawei and The Clorox Company will each feature opportunities throughout the festival taking place at the Los Angeles State Historic Park on Saturday, 8/25.
For the past few months on Univision Radio stations, Chevron has been encouraging aspiring artists to upload their demo video or MP3 onto H2OMusicFestival/YourBand in the “Chevron Brings Your Band to the Stage” emerging artist promotion. Chosen finalists were featured online, and from there Univision Radio listeners voted for the five artists they want to see perform at the H2O Music Festival in Los Angeles.
The festival will feature Wisin & Yandel, John Legend, Snoop Lion (Snoop Dogg), Paulina Rubio, Gym Class Heroes, Intocable, Ozomatli, Paty Cantu, Alex Cuba, Romeo Testa and more. Coming off their successful debut at Univision’s “Premios Juventud” Youth Awards broadcast on 7/19, the event will also lend its stage to teenage newcomers Leslie Grace and Matt Hunter.
With two main stages, side by side, the festival also features Univision Radio’s DJ Cristian of KLVE-FM LA and DJ Crème of X96.3 New York as mixers between acts.
MiO liquid water enhancer returns to the H2O Music Festival with “watering hole” interactive sampling stations. In addition to the custom “watering holes,” MiO will help festival attendees customize their H2O Music Festival experience with the Smart Wall, a live stream of Twitter content on the big screen to encourage social interaction among festival attendees, and a photo booth where attendees can take memorable photos with friends and upload them immediately to Facebook, Twitter and other social media platforms.
MetroPCS and Huawei will feature the new Huawei Activa 4G Android smartphone during the festival with an interactive consumer experience zone, as well as provide cell phone charging stations throughout the venue.
MetroPCS also launched a sweepstakes giving music fans the chance to win an all-expense paid VIP trip for two to Los Angeles, including VIP tickets to the H2O Music Festival, airfare, hotel, ground transportation, a $200 prepaid Visa card and a Huawei Activa 4G with one year of free 4GLTE service. Participants must visit a participating MetroPCS location to acquire the entry code needed for the text-to-win sweepstakes. Fans can also enter to win via MetroPCS’ Hispanic Facebook page, MetroPCS Va Conmigo. One winner will be chosen from six MetroPCS markets (New York, Dallas, Las Vegas, Los Angeles, Miami and San Francisco), as well as one winner from Facebook. The seven winners will be announced on MetroPCS’ Va Conmigo Facebook page on Friday, August 17.
The Clorox Company will feature several of its brands. The KC Masterpiece barbecue pit wagon, complete with complimentary KC Masterpiece sauce, Hidden Valley Ranch dressing and Kingsford charcoal-grilled eats will be on hand. GLAD trash and recycling stations will handle the dirty work, and H2O Music Festival attendees will have a chance to receive a free T-shirt for downloading the GLAD Trash Smart Phone App while supplies last.
Bathrooms at the event will be cleaned and scented with the new Clorox Fraganzia line of cleaning products, whose scents were specifically developed to appeal to Hispanics.
Event attendees with a competitive spirit will also be able to participate in Bud Light’s carne asada grilling competition while using Kingsford Charcoal.
NASCAR fans can take a photo with the Clorox NASCAR show car and Univision’s on-air sports personality Rafael “El Alcalde” Hernandez Brito who will also be in costume as “the H2O Man.”
Clorox also partnered with supermarket chain, Food 4 Less, for select ticket giveaways distributed via a text-to-win promotion in more than 100 stores throughout SoCal.
Additionally, Clorox launched “Coco Latino,” a Hispanic identity video contest where aspiring filmmakers are encouraged to submit video submissions on one of five themes: identity, family, home, influence and mealtime. Video entries will be judged on content and creativity with one participant winning $10,000.
RBR-TVBR observation: This goes beyond spots and dots—major US brands will be immersed and integrated into this event with consumers. When is the last time you heard a Clorox or GLAD trash bag commercial on the radio? Never most likely. This event shows us all how to work with clients that don’t usually use radio and take some of those TV and online dollars off the table.
