At the beginning of their national re-brand, Target was looking to reach a younger, cooler audience - and Warped was looking to get their bands & brand in front of the mainstream. Ultimately, event organizers and the brand created a two pronged approach.
At retail, the VWT Official Compilation CD, created by Lyman’s SideOneDummy Records and featuring all Warped alumni artists, anchored the brand new NEW MUSIC section of Target stores nation wide, marking the first time that many, if not most, of these artists music was available at mainstream retail.
Onsite, to reach parents, Target created the Reverse Daycare - a place where Warped attendees could bring their parents and drop them off while they roam free and enjoy the show. Parents feel more comfortable, as they are not letting their kids head to an all day event alone, and kids can go enjoy themselves, knowing that their parents are settled in and entertained for the day. The RDC at Warped marked the first time ever that the Target bullseye logo was used WITHOUT the “TARGET” branding - X marked the spot for parents.
The Reverse Daycare still lives in the VWT festival site today, and in 2014 the tour began allowing parents in free of charge. Bring a minor with a paid ticket, and one parent gains free admission - this has been one of our most successful promos to date with an average of 775 parents per show in 2015.