PSFK explored Tito's pop-up at Governors Ball to see how the brand is bringing fans into its social impact mission through video-recorded commitments

Tito’s Vodka created a pop-up experience at New York’s Governors Ball music festival focused on its charitable activities. Alongside a bar with handcrafted cocktails and a nice setup for festival-goers to avoid the heat, the brand also presented an installation that walks visitors through its charitable work, and encourages them to reflect on their own philanthropic actions and become part of Tito’s financial contributions to a local cause.

The activation starts off with getting visitors to guess the answer to certain questions about the brand and its charitable activities. Then a visitor comes across a digital time capsule where they can create a video that makes them commit to a specific action that will help make the world a better place. The video is sent out a year later and, for each video created, Tito’s donates $1 to Musicians On Call (MOC), a local non-profit that works to bring music to patients in healthcare facilities. Lastly, visitors get to drop a disc in the game of Plinko, which also equates to another dollar donated to Musicians On Call and winning some free swag.

“Musicians On Call is excited to partner with Tito’s for the new Love, Tito’s Experience,” said Pete Griffin, president of Musicians On Call. “We’re looking forward to connecting with music lovers and building our network of champions who can help us expand our reach, allowing us to share the healing power of music with more hospital patients across the country.”

After talking to some Tito’s employees, it is clear that the charitable acts of the brand stem directly from the founder, Bert “Tito” Beveridge, who has turned it into the Love, Tito’s initiative. One of Tito’s goals as a successful brand is to provide a platform for non-profits around the country.

“Tito’s big mission and idea is that initially, he wanted to create something sustainable and get by. Now that he’s achieved that, he wants the entire company to be involved in improving the life of others and create a societal impact,” explained Talib Abdullahi, Tito’s National Events Coordinator.

The brand partners with a number of non-profits that serve different cities. For example, in Chicago, they work with Bunker Labs, a non-profit dedicated to helping military veterans get access to education, resources, and a local network to help them and their partners start a thriving business. They also support other organizations that work on HIV/AIDS issues and animal rights across the U.S.

Tito’s is participating in festivals besides Governors Ball and having non-profit partners present at each pop-up. In New York, they committed to donate up to $10,000 to Musicians On Call and had staff from the organization present at the activation. The staff got to share more information about their work and vision with visitors.

Tito’s installation stood out because, unlike other alcoholic brands present, it created an engaging experience that didn’t just focus on the brand itself, but showcased its devotion to social impact.

Tito’s

Tito’s Vodka created a pop-up experience at New York’s Governors Ball music festival focused on its charitable activities. Alongside a bar with handcrafted cocktails and a nice setup for festival-goers to avoid the heat, the brand also presented an installation that walks visitors through its charitable work, and encourages them to reflect on their own philanthropic actions and become part of Tito’s financial contributions to a local cause.

The activation starts off with getting visitors to guess the answer to certain questions about the brand and its charitable activities. Then a visitor comes across a digital time capsule where they can create a video that makes them commit to a specific action that will help make the world a better place. The video is sent out a year later and, for each video created, Tito’s donates $1 to Musicians On Call (MOC), a local non-profit that works to bring music to patients in healthcare facilities. Lastly, visitors get to drop a disc in the game of Plinko, which also equates to another dollar donated to Musicians On Call and winning some free swag.