Delight in the Detour
Case Study
Making adventure feel personal
Arc’teryx wanted more than just impressions.They needed meaningful engagement with a community that shares their values of exploration, artistry, and discovery.
The Ask
- Drive brand awareness and consideration through real-world connection
- Align with Arc’teryx’s Delight in the Detour campaign
- Activate key markets with immersive, authentic experiences
The Program
Live, custom-produced performances
A series of free, elevated, outdoor Sofar events in the target markets of Chicago, San Francisco, and Seattle where fans were surprised with free Arcteryx gear to help keep the cold at bay.
Chicago
Artists: Drew Erwin, Tasha, Hollyy
Venue: Guild Row in the Avondale neighborhood of Chicago
San Francisco
Artists: Hayden Everett, corner club, Vadia
Venue: Jax Winery SF Tasting Room in Bayside Villages
Seattle
Artists: Hayden Everett, Parisalexa, Racoma
Venue: MV Skansonia, on a boat in Lake Union
Brand Integrations
More than placement, it’s presence at every touchpoint
Immersive Onsite Brand Presence
- Surprise Arc’teryx Atom Hoodie giveaways designed to spark delight and organic social sharing
- Premium Arc’teryx-branded signage and visual moments integrated seamlessly throughout the venue
- Event programming kicked off with Aether × Arc’teryx cinematic short film, setting a distinct brand narrative from the start
Integrated Artist & Host Alignments
- Sofar MC brand integrations with talking points naturally woven into the show experience
- Performing artists outfitted in Arc’teryx gear, bringing the brand into the heart of the performance in an authentic, culture-led way
Content Capture & Amplification
- Full-fidelity content capture of all artist performances for downstream storytelling, paid amplification, and ongoing campaign use
Media & Content
Extending reach beyond the room
We used the full power of Sofar’s O&O channels to promote each show’s ticket giveaway + drive competition signup. Once finalized, we’ll distribute event content on our YouTube & Instagram channels to maximize program reach.
Performance videos
6 branded artist sets on Sofar’s YouTube
Blog feature
Sponsored editorial connecting Arc’teryx to local creative culture
Content hub
Co-branded microsite housing all event content + brand story
Spotify playlist
Curates Detour-inspired mix shared via Sofar + artist channels
Recap cuts
Once finalized, we distributed two social-first highlight reels with paid IG support
Marketing
Building buzz pre- and post the shows
The buzz started long before the first note was played — from artist-driven storytelling to community-powered posts, every touchpoint built connection and anticipation around the live experience.
Email & Social
3 branded emails with great open rates (~58%)
3 local posts delivering 1M+ impressions
Artist’s social
9 organic posts extending brand reach
Competition pages
Branded RSVP hubs aligned with campaign look and feel
The Results
A campaign rooted in culture—with reach that extended far beyond the room.
The Impact
Branded artist performances that continue to reach new fans with Arc’teryx becaming part of the story.
