The Story Lab and Powerball have partnered with youth media company, VICE, to throw the ‘Biggest Party Ever’.
The Story Lab’s collaboration with VICE was crafted to elevate brand awareness, social shareability, and favourability of Powerball amongst the millennial audience – bringing to life the brand’s new, rebellious positioning ‘Play by your own rules’.
The Story Lab senior content partnerships manager Claire Booth said: “Millennials are increasingly becoming less focused on material possessions and, instead, seek experiences that make their life more interesting and well rounded.
“With this in mind, we’ve crafted a campaign for Australia’s biggest jackpotting game that creates an emotional connection with the audience, and actively encourages them to think about the limitless possibilities that come with winning Powerball”.
The ‘Biggest Party Ever’ has given VICE’s audience the ability to shape a special, one-off event, through a competition call-out that ran across its channels.
Featuring influential creative talent spanning music (Woodes), food (Mitch Orr), travel (Jarrad Seng) and fashion (Emma Mulholland) revealing their ideas for the biggest party ever, readers were encouraged to dream big and submit their own.
Winning entries were then brought to life as interactive activations at the ‘Biggest Party Ever’ event, including a giant ball pit, a micro infinity room, the ‘Future Club’, and chillout space centred around a massive waterbed.
Held at Australian Technology Park in Sydney, the people-powered, multi-sensory event – attended by 500 people – was headlined by The Avalanches and featured performances by Sophiegrophy, Ben Fester, and Shantan Wantan Ichiban.
Powerball senior marketing manager Jen Lyons said: “Partnering with VICE through The Story Lab has given us a chance to put Powerball in front of a hard-to-reach audience.
“Our new brand platform, ‘Play by your own rules’, encourages the audience to think about how winning Powerball could allow them to live the life that they have always wanted.
“The ‘Biggest Party Ever’, has given VICE’s audience the chance to experience that feeling for one larger-than-life night”.