Madri x All Points East
Bringing the spirit of Madrid to East London
The Brief
As lead sponsor of All Points East, Madri Excepcional needed an experience that could do more than deliver visibility. It had to serve at festival pace, draw people into the brand world and give customers and influencers a premium place to enjoy the event.
The challenge was to unite several moving parts into one seamless destination: a high-volume container bar, the Madri pergola and terrace, a digital scavenger hunt, brand ambassadors, hospitality and daily prize fulfilment.
We brought those elements together in a centrally positioned brand activation that felt part of the festival. Guests could buy a drink, settle into the terrace, play for VIP upgrades and food vouchers, and reconnect with Madri between performances.
- Client
- Madri Excepcional
- Sector
- Beer & Live Music
- Year
- 2024
- Services
-
- Experience Delivery
- Bar Operations
- Digital Engagement
- Staffing
- Hospitality
From the activation
The work behind the moment
We managed the end-to-end delivery of Madri’s All Points East presence, integrating the pergola and container assets into a single consumer experience. The site sat between the East and West stages, close to food traders, giving the brand strong natural footfall and creating a useful social space throughout the day.
Working alongside digital agency Sharpened, we delivered a mobile scavenger hunt designed to keep guests entertained and extend dwell time. Brand ambassadors supported participation, managed the lucky-dip mechanic and fulfilled VIP upgrades and food vouchers in line with the promotion’s legal requirements.
The experience generated repeat visits and positive feedback, while live operational management kept the space welcoming during busy periods and changing weather. The campaign also produced clear learnings around game speed, crowd flow and bar infrastructure to strengthen the next iteration.
What the numbers revealed
A snapshot of the measurable impact delivered through this project.
