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Event Activation, Influencer Engagement
Sunburn
Mumbai, India
April 18, 2026
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When Mentos partnered around the Calvin Harris live experience, the objective was to create memorable on-ground brand engagement moments that connected music, entertainment, and audience participation into one immersive experience.
Social Noon collaborated on managing and amplifying the Mentos activations during the event — helping transform brand installations into highly shareable audience experiences through content creation, influencer coverage, and live engagement storytelling.
The project focused on bridging live entertainment with social-first brand engagement. We handled coverage and promotional amplification for Mentos’ experiential installations at the venue, ensuring the brand remained highly visible both on-ground and online throughout the event.
Our work included:
The goal was to make Mentos an active part of the overall concert experience rather than just a sponsor presence — turning audience participation into organic, shareable content moments.
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At large-scale music events, brand activations often struggle to go beyond static visibility and create genuine audience engagement. For Mentos, the challenge was to ensure the brand became an active part of the Calvin Harris concert experience rather than simply existing as a sponsor at the venue.
The activations needed to:
The challenge wasn’t just execution on-ground — it was transforming live experiences into culturally relevant digital moments.
We approached the campaign by combining experiential marketing with real-time content storytelling.
Our strategy focused on:
The “Mentos Popstar Cam” became a central engagement mechanic that encouraged attendees to participate, perform, and become part of the brand experience themselves.
The campaign aimed to:
Ultimately, the objective was to ensure that Mentos wasn’t just seen at the event — it was experienced, shared, and remembered.
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