Case Study: Startle steals the show at Nudgestock with Gasp’s air guitar brand activation

Startle gives out 50,000 free air guitars with Gasp

Startle, a tech company providing behavioral science-backed music and in-store tech solutions, needed to promote its new industry-first book in a way that was distinctive and memorable. The challenge was to firmly land the promotion within the world of behavioral science, a core part of its offering, and avoid conventional methods. The vendor Gasp was tasked with creating a standout activation for this event.

Gasp devised an unconventional event sponsorship at Nudgestock, the world's biggest festival of behavioral science. The solution involved creating a rock band alter-ego for Startle, handing out 50,000 free air guitars, and using a "sold out" sign to direct people to collect a free book from the Startle stand. This activation made Startle the most memorable partner; hundreds of books were distributed, 99.99% of attendees left wearing a Startle wristband, and the vendor's approach created natural conversations about the client's services.

Startle