Hocco’s OOH activation at Sunburn Festival

Hocco Ice Creams redefined the festival experience at Sunburn 2025 by trading traditional billboards for a high-octane, tech-led interactive installation. Designed to do more than just showcase products, the activation invited the EDM crowd to step into a gamified world where movement met indulgence. 

The activation centered on a massive digital screen featuring Hocco’s mascot, Budd. Using motion-capture technology, festival-goers were challenged to mirror Budd’s high-energy dance moves in real-time. Those who could keep up with the beats and match the mascot’s groove were instantly rewarded with a Hocco treat on the house. This seamless blend of technology and play turned the Hocco zone into a high-footfall destination within the festival grounds. 

Strategically positioned against Sunburn’s intense energy, the installation was a physical manifestation of Hocco’s brand philosophy: pause, play, and indulge. By encouraging spontaneous dance-offs, the brand managed to carve out a space for fun and laughter amidst the heavy bass and massive crowds. Budd quickly became a festival icon, with audiences not just watching from the sidelines but actively vibing and competing for their reward. 

By moving away from static branding and leaning into an immersive, movement-based experience, Hocco Ice Creams ensured its presence at Sunburn 2025 was truly unforgettable. It wasn’t just about serving ice cream; it was about creating a high-energy moment that the audience could dance to, laugh over, and remember long after the music stopped.