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Branded Ponchos: A Case Study in Festival Branding

Last Updated: 22 July 2025

When bad weather strikes, most brands see it as a setback. But with the right strategy, even a downpour can become an opportunity to connect with your audience. Branded ponchos turn a rainy challenge into a chance to put your brand front and centre—right where your guests need it most.

How One Event Brand Used Custom Merchandise to Boost Engagement and Visibility

Weather can make or break an event. But for one Melbourne-based event organiser, heavy rain turned into an opportunity for brand impact. Instead of letting the weather affect the experience, they used custom-branded ponchos to protect guests and promote their brand at the same time.

Cubic Promote worked closely with them to create a fast and effective solution that kept the crowd dry and the brand at the forefront of their minds.

The Challenge: Rain Threatens a Major Outdoor Festival

The client was preparing for a large outdoor music festival in the Yarra Valley. Thousands were expected to attend, but rain forecasts threatened both the turnout and the event experience.

Rather than cut back or risk unhappy attendees, the brand decided to act early. They needed something practical that would solve the rain problem and also serve as an innovative branding tool.

That’s where custom-branded ponchos came in.

The Solution: 900 Custom Ponchos, Printed and Packed for Impact

We helped deliver 900 lightweight, disposable blue ponchos printed with the event company’s logo and a bold message:

“Rain or Shine, We’ve Got You Covered.”

Each poncho came in a compact, custom-branded pouch and included a QR code that directed people straight to the event app. Through the app, guests received live updates and could access a special discount for upcoming tickets.

The ponchos were cost-effective, simple to hand out, and stood out clearly in the crowd. Most importantly, they served a real purpose. Attendees put them on without hesitation and genuinely valued the effort behind the gesture.

Festival Day Results: A Branded Crowd and Social Buzz

On the day of the event, the rain came—but so did the guests.

Ponchos were handed out at gates and merch tents. Instead of people leaving, they stayed. The entire crowd turned into a sea of blue, giving the brand complete visibility throughout the venue.

Attendees shared selfies on social media using hashtags like #RainProofFest, tagging the event and showing off their ponchos. This generated a wave of user-generated content that promoted the event online in real time.

Results That Speak for Themselves

Let’s take a closer look at how the campaign performed:

• Total cost: The entire project, including the ponchos, custom printing, and delivery, came in at $7,500. It was a simple investment with a significant return.
• Attendance held steady: Despite the rain, approximately 800 guests attended and remained throughout the event. The ponchos played a significant role in keeping the crowd comfortable and engaged.
• App downloads: People scanned the QR codes printed on the ponchos, resulting in 2,000 new downloads of the event’s mobile app—right from the festival grounds.
• Discount redemptions: Within just one week, 20% of those who downloaded the app used their discount code.
• Future sales revenue: Those redemptions generated an additional $10,000 in ticket sales for future events.
• Social media reach: Thanks to attendees sharing their poncho photos online, the brand saw over 50,000 impressions across platforms.

📈 That’s a 133% return on investment in direct revenue alone—plus ongoing brand exposure from photos, shares, and app usage.

Why Branded Ponchos Are a Smart Marketing Tool

Many brands spend money on giveaways that are either forgotten or thrown away. However, in a country like Australia, where the weather is unpredictable and outdoor events are common, branded ponchos are a different story.

Here’s why they work:

• Useful – People wear them right away and keep them
• Visible – Acts as a walking sign for your brand
• Cost-effective – Great value for bulk events
• Shareable – Encourages photos, tags, and interaction online

A branded poncho isn’t just an item—it’s an experience. And when that experience is positive, the brand benefits.

How to Get the Best Results with Custom Ponchos

If you’re thinking about using branded ponchos at your next event, here are a few simple tips to make sure they leave a strong impression:

✅ Work With an Experienced Supplier

Choose a supplier you can count on, like Cubic Promote. They’ll take care of the details—from clear printing to on-time delivery—so you can focus on the event. You want ponchos that look great, arrive ready to go, and are easy for your team to hand out.

✅ Use Eye-Catching Design

Pick colours that pop and a message that’s easy to remember. A bold logo and a clean, clear design make your ponchos stand out in photos, helping your brand stay top of mind with everyone in the crowd.

✅ Add Digital Features

Enhance your ponchos by incorporating QR codes, app links, or discount vouchers. These little extras help connect your guests to your brand long after the event is over.

Make Rain Work for You

This project demonstrates how simple, well-designed branded merchandise can effectively address problems and deliver results. What could have been a rainy disaster turned into a decisive branding moment—thanks to a wise choice of custom ponchos.

📌 Looking to make your next event weather-proof and brand-strong? Let Cubic Promote help you create branded merchandise that leaves a lasting impression.

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