Key Result
Total creator plays
Campaign engagement rate
Total engagements achieved
Strategic lifestyle creator partnerships
Client Background
Fritos® needed to stay top-of-mind with Gen-Z and Millennial audiences by showing up authentically in the cultural moments that matter most. Stagecoach 2025 presented the perfect opportunity to create real-world connections with festivalgoers while extending brand relevance across social platforms through the branded Fritos Roadhouse experience.
The Challenge
Connecting with young audiences at major cultural events requires more than traditional sponsorship—it demands authentic integration that feels natural to the festival experience. Fritos® faced the challenge of creating meaningful connections while reinforcing cultural relevance.
The reality: building a physical space (Fritos Roadhouse) that invited genuine interaction rather than passive consumption, finding lifestyle creators who could authentically capture the festival atmosphere, and extending impact beyond the event through organic social engagement.
Success meant creating content that blended the event atmosphere with natural product moments while maintaining the authentic festival energy that audiences expect.
Key Result
Total creator plays
The Strategy
Popular Pays enabled Fritos®' festival success through three strategic pillars:
Cultural Moment Integration
Strategic positioning at Stagecoach 2025 to connect with Gen-Z and Millennial audiences during a major cultural event that naturally aligned with their lifestyle and values.
Authentic Creator Partnership
Two lifestyle influencers (@misshollyallen and @heatherm22_) selected for their genuine connection to the festival experience and ability to create organic, shareable content highlighting the festival atmosphere, products like Fritos® Chili Cheese and Flavor Twists® Honey BBQ, and the Roadhouse energy.
Experience-First Activation
The Fritos Roadhouse created a physical space where festivalgoers could genuinely interact with the brand, providing creators with authentic moments to capture and share in real-time.
Results and Impact
The Stagecoach campaign successfully positioned Fritos® as culturally relevant and authentically connected to festival culture:
[.lf-cs-result-wrapper]73.8K Total creator plays across Instagram[.lf-cs-result-wrapper]
[.lf-cs-result-wrapper]1.8K Total engagements generated[.lf-cs-result-wrapper]
[.lf-cs-result-wrapper]2.4% Campaign engagement rate achieved[.lf-cs-result-wrapper]
[.lf-cs-result-wrapper]4 Instagram posts created[.lf-cs-result-wrapper]
The campaign proved that authentic brand experiences within cultural moments could drive meaningful engagement. The Fritos Roadhouse created genuine connections with festivalgoers while lifestyle creators captured and amplified the activation's energy, bringing new audiences into the brand experience through authentic storytelling.
Key Learnings
Cultural Moments Drive Authentic Connections: Stagecoach provided the perfect backdrop for Fritos® to connect with young adult consumers during a culturally relevant moment that naturally aligned with their lifestyle.
Physical Experiences Enable Genuine Interaction: The Roadhouse created a space where fans could live the brand rather than just see it, providing authentic content opportunities for creators.
Creator Storytelling Amplifies Activation Energy: Onsite creators acted as real-time storytellers, extending the activation's impact beyond physical attendees through authentic social content.
Authentic Integration Outperforms Traditional Sponsorship: Content that naturally blended festival atmosphere with product moments achieved higher engagement than typical branded content.
