The guitar was installed in the boulevard Gran Capitan, right in the city centre.
On the occasion of the 32nd Guitar Festival of Cordova, Events Privilege designed a number of stunts for Cruzcampo, the event’s chief sponsor, under the slogan "Cordova alive to the sound of guitar music," with the aim of promoting the event. The campaign began with the installation of a giant interactive guitar, together with a number of street marketing actions, which filled the city’s streets with the sound of guitar music while the locals were encouraged to try their hand.
Playing the guitar well isn’t down to technique but to art
Giant interactive guitar
The guitar was installed in the boulevard Gran Capitan, right in the city centre. The campaign began on 3 July with an event marking the opening of the festival, featuring the giant interactive guitar which remained in place for 12 days until 14 July.
The Cordovans did not need to be shown how the guitar worked, for which reason many passersby – including those with no idea of music – were keen to try their hand, relying solely on their "art", for which Cordovans are renowned. In the end, more than 3,000 locals played the giant interactive guitar, experimenting in an original way with the instrument; thanks to an innovative system based on body movement, the participants could jump from one note to the other to form a melody. The "performers" were given an original T-shirt especially designed for the occasion.
Street marketing “Comando Horeca” – 4,000 guitar T-shirts were given away
In parallel to the aforementioned stunt, a commando comprising six girls and an actor visited 42 bars serving Cruzcampo beer. The commando entertained the clients with a fun "air guitar" number while promoting the festival. In addition, those clients drinking Cruzcampo beer were given scratch cards with which they had the chance of winning the T-shirt.
Cruzcampo uses giant interactive guitar to promote Cordova Guitar Festival
