The Spell Bar at MBS was an immersive brand activation designed to introduce event attendees to the brand’s unique offerings in an engaging and interactive way. More than just a stall, it was an experiential event where visitors could receive personalised spell jars, complete with a tailored incantation performance, creating a memorable and Instagrammable moment.

The activation aimed to drive brand awareness, increase email signups, and convert casual attendees into long-term customers while generating direct revenue. Every aspect of the experience was designed to be seamless, visually captivating, and fully aligned with the brand.

Objectives

• Create an immersive and on-brand experience that would draw attendees in at a large-scale event and leave a lasting impression.
• Build brand awareness and audience growth through strategic email capture and customer engagement.
• Ensure a seamless, engaging customer journey, making it easy for attendees to interact with the brand.
• Generate direct revenue while reinforcing the brand’s position as a leader in the industry.

Execution

Managed all event logistics, overseeing everything from stall design to purchasing materials.

Designed a streamlined and immersive customer experience, where each participant received a personalised spell jar and incantation tailored to their needs.

Created a cohesive aesthetic and layout, ensuring the stall was visually striking, Instagrammable, and reflective of the High Priestess brand.

Developed staff training to maintain consistent messaging and smooth customer interactions, enhancing the overall attendee experience.

Led the full event setup, ensuring operational efficiency and high engagement levels throughout the event.

Outcomes

• Achieved three times the return on investment (ROI) on stall costs through direct sales.
• Captured a high volume of email signups, significantly growing the audience for future marketing efforts.
• Converted many attendees into paid course participants and repeat event attendees, strengthening customer retention.
• Featured in a news segment covering the event, amplifying the brand’s reach beyond the festival itself.

Conclusion

The Spell Bar at MBS was a highly successful activation, demonstrating the power of immersive experiences in brand building and customer conversion. By combining ritual, aesthetics, and interactive engagement, the activation not only generated strong financial returns but also expanded the brand’s reach and reinforced its position as an industry leader.

This project showcased expertise in event design, customer experience strategy, and experiential marketing, proving that well-executed activations can drive both immediate revenue and long-term brand loyalty.