The primary challenge was maximizing social media following and engagement during the highly competitive Osheaga weekend, when audience attention is fractured by numerous activities and competing brands. The campaign needed a multi-pronged approach to cut through the noise and attract a high volume of traffic to a one-day-only pop-up café experience. Furthermore, the complexity of securing extensive coverage required coordinating multiple disparate tactics–including an aerial banner, an exclusive VIP festival suite, and a complete café re-brand–all within the city’s busiest time of year.

Sundae Creative implemented a three-tiered, high-reach strategy centered on The Boys show’s theme of Vought International. The solution involved:

• Mass Teaser: Launching with a Vought Café aerial banner flown over the Osheaga festival grounds and downtown Montreal, estimated to capture 25,000+ viewers. 
• Experiential Pop-Up: Transforming Café Olimipico into the Vought Café, where consumers received a complimentary beverage in exchange for following Prime Video on social media. 
• Influencer Amplification: Hosting 10 macro content creators in the exclusive branded VIP suite at Osheaga, who generated engaging, high-reach content that promoted the Vought Café pop-up. This integrated strategy drove high engagement and secured over 6.7K new followers.