To refresh the PayPal brand and engage with a new millennial audience, we developed and produced an exclusive, VIP after-party during SF’s biggest music festival, Outside Lands.
PayPal was looking to refresh their brand identity to cater more toward the youth market. Their first initiative was to expand their footprint and raise brand awareness during Outside Lands Music Festival in San Francisco. They looked to Cashmere Agency to produce an unforgettable after-party that would engage and spark conversation among festival-goers.
For the venue, we secured a brand new event space in the heart of downtown SF, and transformed the open floor plan into a club environment with the creative usage of lighting, wall projections, and PayPal-branded gobos that encouraged social media hashtagging. We staffed the venue and set up an open bar for guests. The event also incorporated local community businesses, all PayPal vendors, that provided attendees with food and refreshments.
For the musical talent, we secured electro-indie acts Holy Ghost! and Chromeo to perform exclusive DJ sets. The RSVP list reached capacity (4,500) in less than two hours after the announcement. To enter the venue, the fans were required to interact with the PayPal app. This resulted in a massive surge in app engagement follow the activation.