San Francisco, CA – BACARDI's immersive 1960s Havana-themed activation at the Outside Lands Music and Arts Festival, held August 8-10, 2025, in Golden Gate Park, has garnered significant praise, with journalist Martine Paris declaring it the "Best of Show." The activation, which featured vibrant decor and interactive line dancing lessons, provided a distinctive experience for festival-goers. Paris highlighted the space as her "moment of zen," underscoring its success in creating an engaging and memorable atmosphere amidst the bustling festival environment.
The activation transported attendees to a retro Cuban setting, offering a unique blend of cultural immersion and entertainment. BACARDI, a brand well-known for its extensive presence at music festivals globally, consistently aims to integrate its products with lively, dance-centric experiences. This particular setup at Outside Lands aligns with their "Do What Moves You" platform, which emphasizes self-expression and community through music and dance.
Outside Lands, one of the largest independently owned music festivals in the United States, annually draws thousands to San Francisco's iconic Golden Gate Park. The festival is celebrated for its diverse lineup of music, art, culinary delights, and innovative brand engagements. Major brands frequently leverage the festival as a platform for experiential marketing, creating unique spaces that enhance the overall attendee experience.
Martine Paris, a San Francisco-based journalist and Forbes contributor specializing in technology and innovation, provided her endorsement via social media. Her "Best of Show" accolade, while a personal commendation, reflects the activation's strong impact on an experienced observer of cultural events. Her positive review highlights BACARDI's ability to craft an activation that resonated deeply with attendees, offering both entertainment and a moment of relaxation.
The success of BACARDI's 1960s Havana activation at Outside Lands 2025 demonstrates the continued effectiveness of experiential marketing in fostering brand connection. By providing an engaging, themed environment complete with interactive elements like line dancing, BACARDI successfully created a standout experience that was both enjoyable and positively recognized by influential attendees. This approach reinforces the brand's commitment to enhancing cultural events through immersive and memorable activations.