"Your Festival Hotspot" from EWE: a Flexible Digital Platform for Successful Festival Sponsorships

Background and Challenge

EWE's festival sponsorship program "Dein Festivalhotspot" ("Your Festival Hotspot") presented a complex marketing challenge that required sophisticated digital orchestration. The campaign encompassed four distinct festivals, each featuring two separate promotional contests, targeting different audiences across varying timeframes throughout the festival season. This multifaceted approach demanded a digital solution that could seamlessly adapt to the dynamic nature of festival marketing while maintaining brand consistency and user engagement across all touchpoints.

Approach and Realization

To address these multifaceted requirements, we developed an innovative microsite concept built on the principles of simplicity and flexibility. Our solution featured a fully modular website architecture, where each individual module could be independently customized both in content and visual design to align with specific sponsorship phases of each festival. The technical foundation was built using CakePHP, which enabled real-time content management and allowed for precise control over the site's presentation based on current festival phases and daily updates.

Results

The modular architecture successfully delivered a dynamic, phase-responsive digital platform that could be maintained and updated in real-time. Through the CakePHP content management system, the microsite remained consistently current with daily and phase-specific adjustments, ensuring that visitors always encountered relevant, timely content tailored to their specific festival interests. This approach provided EWE with a scalable solution that maximized the impact of their festival sponsorship investment while delivering a seamless user experience across all campaign phases.