Block: Cash App
Block: Cash App
Head in the Clouds5011 For Cash App, we created a brand activation at Head in the Clouds at the Rose Bowl, designed for a younger, K-pop loving audience. Cash App wanted to deepen fan connection, build community, and drive awareness at the festival, with the hope that fans would leave excited to share their photo and get more sign ups for Cash App. Our team owned creative, design, production, and fabrication, including sourcing and designing a custom merch van, and led client communications from first concept through event day.
The experience was built around a quick game of chance. After verifying their handle with a brand ambassador, fans stepped up to a touchscreen kiosk and popped balloons to find their prize. Everyone was guaranteed a win, whether a festival food or drink voucher, custom Cash App swag, or Cash App credit. Popping the winning balloon triggered a photo moment, and each fan walked away with a retro printed receipt showing their prize, a replica of their photo, and a QR code to download and share it on socials.
From there, they headed to the merch van to collect their prize. The bright, bubbly design matched the Head in the Clouds look with a little of the edge Cash App is known for, and the 20x20 footprint let people flow through intuitively and joyfully. Our biggest challenge was the heat. We adjusted the footprint slightly to fit under canopies that shaded most of the space, which protected the kiosk, gave attendees a break from the sun, and improved flow, all while staying true to our original user journey. The team powered through by looking out for each other and trading off breaks.
Some of our favorite moments were watching friends crowd around the kiosk together and the burst of surprise when someone popped their balloon. On a short timeline and in an unpredictable festival environment, we built a stronger relationship with the client, the kiosk was a standout hit, and everyone left with a freebie and a captured moment.
