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An Unforgettable Ed Sheeran Fan Engagement Pop-Up

Using innovative touchpoints to engage fans

Building on the excitement of the biggest tour to ever hit Australia and New Zealand, we extended the love of Ed Sheeran and his music beyond the traditional channels, to excite and engage fans and give them the opportunity to share their experiences.


Music, and the way people consume it, has changed dramatically in recent times. Because consumers can now find music through a vast variety of ways, Warner Music NZ wanted to create a platform to engage with those fans directly, and provide a portal for exclusive merchandise, sharing content, and building excitement and awareness around the upcoming concerts.

The Ed Sheeran Pop Up activation was created to provide a variety of touchpoints to fans, and to create access to exclusive Ed social currency! We built a bespoke Photobooth Kombi, for fans to get a shareable branded unique photo to share with friends… We also were Sheer-an the love by creating a pop-up Ed-sclusive Merchandise Store – with official merchandise that was ONLY available there. Partnered with the opportunity for fans to record a message that would be sent to Ed himself, loads of freebies including phones, tablets, etc every hour, plus an exclusive VIP entry mechanic to win a trip to LA to see him perform live, it really became a money-can’t-buy experience for fans and passers-by, alike.

in-depth engagements
light engagements

Through these range of touchpoints, we were able to capture the excitement and buzz of the fans - both those going to the concert and those who love his music, creating a personal connection between the fans and Ed. We carefully chose the correct locations for these experiences, created fantastic social content to ensure it was the reaching extended beyond the activation, and had guests leaving with huge smiles on their faces. The result? A direct connection of a ‘brand’ to the fan base and beyond, to further build brand love.