Fruit of the Loom – Social Activation Firefly Music Festival 2019

Social media doesn’t have to live on a screen—it can create real-world impact.
To make a memorable impression at Firefly Music Festival in Delaware, we launched an experiential social activation that met festival-goers where they needed it most: relief from the heat. Tied to the launch of Fruit of the Loom’s Breathable Boxer Briefs, we created a dedicated Instagram handle, @blimpeclipse, featuring a festival map. Attendees could DM their location—and we’d fly a branded blimp directly over them to provide much-needed shade in 90°+ temps. The activation was a massive success, sparking excitement across social media and positioning Fruit of the Loom as a standout, culturally relevant brand in a crowded festival space.