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Sundae Creative’s First-Ever Sundae Festival

Client
Sundae Creative
Services

TL;DR

Sundae Creative’s First-Ever Sundae Festival 1.6M+ Earned Influencer Impressions, 380 Pieces of Influencer Content, 92% VIP Attendance Rate Sundae Creative launched “Sundae Festival” to kick off Montreal’s festival weekend, offering brands a powerful platform to activate during one of the city’s top cultural moments. Conceptualized as a first-of-its-kind experience, the mission was to bring together top influencers, media, and brand partners for unique exposure at a competitive rate. The event successfully delivered a vibrant summer setting where guests soaked up the sun and connected with partners like L’Oréal Paris and Prime Video Canada.

Sundae Creative’s First-Ever Sundae Festival

Client

Sundae Creative

Services

TL;DR

Sundae Creative’s First-Ever Sundae Festival 1.6M+ Earned Influencer Impressions, 380 Pieces of Influencer Content, 92% VIP Attendance Rate Sundae Creative launched “Sundae Festival” to kick off Montreal’s festival weekend, offering brands a powerful platform to activate during one of the city’s top cultural moments. Conceptualized as a first-of-its-kind experience, the mission was to bring together top influencers, media, and brand partners for unique exposure at a competitive rate. The event successfully delivered a vibrant summer setting where guests soaked up the sun and connected with partners like L’Oréal Paris and Prime Video Canada.

Overview

Sundae Festival was conceptualized and executed by Sundae Creative to serve as a first-of-its-kind pre-festival party to kick off Montreal’s anticipated festival weekend. The goal was to provide brand partners (including L’Oréal Paris, DAVIDsTEA, and Uber Eat) with a unique platform to activate and gain brand exposure at a competitive rate. The event successfully brought together 169 influencers, media, and tastemakers, ensuring a high-quality guest list immersed in a vibrant summer setting at Bar Nacarat.

Challenge

Operating during Montreal’s most anticipated music festival weekend presented the challenge of creating a high-value, exclusive event that could capture the attention of top-tier influencers and media before they reached the main festival grounds. The event needed to offer a unique opportunity for brand exposure for multiple partners simultaneously, ensuring each activation stood out and organically generated high-quality content. The atmosphere had to be flawlessly organized and festive to ensure guests, who had numerous options for the weekend, chose to linger well past the official end time.

Solution

Sundae Creative’s comprehensive event conceptualization and execution centered on a multi-sensory, immersive experience at the stunning Nacarat venue. The strategy was to integrate custom branded elements and interactive activations from multiple partners, ensuring content-worthy moments across the venue. Specific solutions included:

  • A live DJ to maintain a dynamic atmosphere
  • Thoughtfully curated goodie bags and delicious food/drinks to make guests feel appreciated. 
  • High-engagement activations, such as the DAVIDsTEA matcha and charm bar, and the L’Oréal touch-up station with skilled artists. This combination guaranteed the event resonated, creating high FOMO and leading guests to stay past closing.

Implementation

The event was implemented using distinct Brand Partnerships and Influencer Partnerships: 

  • Guest Experience: 169 influencers and media attended, achieving a 92% attendance rate. Guests received curated goodie bags and enjoyed a curated menu. The live DJ was positioned opposite the Call It Spring display, amplifying energy and showcasing the collection. 
  • Brand Activations: The Prime Video booth drew crowds with an eye-catching water carpet and interactive Jenga. Uber Eats provided festival essentials. L’Oréal Paris offered touch-ups, and Juvéderm used a custom pink claw machine to distribute keychains following positive affirmations.

Results

The Sundae Festival successfully leveraged experiential marketing to deliver outstanding content generation: 

  • 1.6M+ Earned Influencer Impressions
  • 380 Pieces of Influencer Content 
  • 4.5M Estimated Reach
  • 170 Influencers in Attendance
  • 92% VIP Attendance Rate 

To date, the event generated over 300+ pieces of content (IG Stories, IG Posts, and TikTok) with an estimated 1.38M+ impressions, with content still rolling out. The high attendance rate among top influencers, including Sara Sabry and Noam Raiter, demonstrated the event’s high appeal and success in creating genuine, buzz-worthy content for brand partners.

1.6M+

Earned Influencer Impressions

380

Pieces of Influencer Content

4.5M

Estimated Reach

92%

VIP Attendance Rate 

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