EXPERIENTIAL ACTIVATION
Three x Festivals
Three years of festival content that turned Three+ perks into a reason to connect
results
5.3m+
5m+
total engagements
views
£0.02
cost per engagement
82
15
social posts
influencers
Platforms:
Experiential. Content across TikTok & Instagram.
Countries:
UK.
Festivals:
Latitude. Reading. Parklife. TRNSMT.
brief
Across three consecutive years, Three UK's ongoing objective has been to build presence and drive awareness at major UK festivals, using influencer content to showcase the benefits of Three Plus membership (and later, Three+ perks) — turning festival-goers into engaged, connected customers year after year.
our approach
2022–2023, we built the foundations of an ongoing influencer partnership with Three UK across major festivals including Latitude, Reading, and Parklife.
In 2024, the campaign scaled up significantly. We partnered with 8 lifestyle influencers spread across 4 major festivals - Parklife, TRNSMT, Reading, and Latitude - to capture their "Three Festival Experience" on the Three platform. Content covered tangible, on-site perks: bracelet making, free ice cream, platform DJs, and prime views of the main stage, alongside a spotlight on the platform's new accessibility ramp.
For 2025, the strategy evolved with a smaller, more focused roster of 7 lifestyle influencers, shifting the creative direction toward emotional themes of connection, belonging, and happiness, while still driving footfall to the Three viewing platform and reinforcing awareness of Three+ membership perks.