Campaign snapshot
To celebrate Kylie Minogue’s Tension Tour hitting Glasgow, we brought the buzz to Buchanan Galleries with a one-day-only in-centre activation. The aim was to create a fun, sharable experience that positioned Buchanan Galleries as the go-to pre-concert destination for fans, while boosting footfall to Buchanan Galleries and online engagement.
How we did it
Partnering with Project Farm, we designed a bespoke buzz wire game – a playful nod to the tour’s name, ‘Tension’. Fans were invited to test their nerves for a chance to win exclusive Kylie-themed prizes, including licensed merchandise and limited-edition vinyls.
Our Studio team designed vibrant visuals aligned with the tour’s aesthetic – including a digital banner, wedgeboard, event backdrop, game cards, and a full wrap for the custom-built game.
To drive anticipation, we released a press announcement to local media and rolled out social content with a clear call-to-action encouraging fans to join the fun.
On the day, we managed the event and supported staff with queue management and guest engagement, while capturing live social content for Buchanan Galleries’ channels. We also coordinated professional photography to capture the energy of the activation for post-event PR.
The results
The activation delivered a fun, immersive experience that cleverly tied into the theme of Kylie’s ‘Tension Tour’, drawing fans in with the chance to win exclusive prizes.
Live social content and professional photography captured the buzz in real time, while high-quality media coverage across local outlets helped amplify the campaign, securing us 23 pieces of coverage and a reach of 5.3M.
The challenge itself proved a strong pull, with many guests getting involved simply for the fun of it – making it a memorable moment for fans and a successful brand experience for Buchanan Galleries.
