SPLASH REFRESHER
SOUNDSTATION
Splash tasked our team with creating an experiential endeavor at a series of music festivals that paid homage to best friends. So, using our insight, every best friendship has that thing; the Splash Soundstation was born.
Agency: Multiplier
Role: Art Director
CD: Bill Marceau
Splash is a fun-loving flavored water brand that wanted to jump on the opportunity to show up at a series of country music festivals in 2025, such as CMA Fest (pictured above), Pilgrimage Fest, and RiverFront Fest.
To play into this energetic, music-filled world teaming with festival-going besties, we created The Splash Soundstation. A bright and beautiful hub where friends could share a unique moment with each other. Together with 14Four, we create a AI technology-driven activation where friends could answer a few curated questions about each other, and the system would generate a one-of-a-kind bestie anthem for them to share, jam out to, and cherish forever.
The Soundstation’s UI components took friends through a series of questions that were both personal and on-brand for Splash. From giving specific options about their vibes such as Silly+Goofy and Passionate+Poetic, to having them ponder their friendship’s flavor, which was a list of the brand’s new sparkling waters, these questions allowed the tech to create amazing soundtracks that were perfectly catered to each duo.
The experience also includes guest appearances from popular celebrities such as members of the hit TV show Summer House and Real Housewives of SLC. The celebs were a surprise and delight for guests and drew an energetic crowd to the activation.
The celebrity footprint extended to the streets of Broadway as well through the social series “Splash Bestie Battle,” where our celebrity partners interviewed festival goers through an “on the streets” style game and interview process. Select winners were invited back to the Soundstation for a bestie dance-off for a chance to win free VIP tickets to CMA Fest.
The Soundstation became an eye-catching and entertaining destination for CMA Fest goers to meet celebrities, make memories, and receive useful and sought-after giveaway items. All in all, a huge success for the Multiplier team.
