Ray-Ban: Festival Activation
The Treasure Island festival is great, but traveling to an island by bus is not. So in 2013, Yours Truly and Ray-Ban gave festival-goers the opportunity to visit Treasure Island the way they did when it first opened in 1939, by sea.
Music festival fans love to take photos. At Treasure Island, Ray-Ban rewarded that impulse with custom t-shirts for purposefully creative individuals who added the #neverhideisland hashtag to their instagram posts.
Fans posted over ten thousand #neverhideisland photos and collected over a thousand one thousand t-shirts, customized with those photos from the Ray-Ban tent on-site.
The festival’s best photographers received an additional reward: “Two if By Sea,” a nautical concert experience aboard a vintage sailing vessel featuring intimate performances from festival talent.
