Lidl on the hunt for superfans in IRL festival influencer push

Discount supermarket Lidl is taking to social media in a search for three superfans as part of a real-life festival influencer push.

The IRL influencer initiative will see the grocer paying the fans as much as £2,500 simply for wearing its merch range at a range of festivals this summer.

Dubbed ‘Merch Muses’, Lidl says it will be looking for “the nation’s trendiest partygoers” to wear its brightly-coloured streetwear at some of the biggest UK festivals.

The supermarket has seen its streetwear and accessories skyrocket in popularity in recent years.

Acting as on-the-ground brand ambassadors, fans will be able to dress from head to toe in Lidl-themed kit. Items include everything from bucket hats and statement jackets to everyone’s favourite UK festival essential; wellies.


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More summery options include a bandana and sliders as well as 90s-inspired essentials such as bermuda shorts and shell jackets.

In exchange for wearing the merch range, superfans will receive two VIP tickets for the Tramlines, Boardmasters and Victorious festivals as well as £2,500 spending money.

The festival brand ambassadors will also be given the opportunity to brush shoulders with the stars on stage as they have the opportunity to operate Lidl’s famous merch cannon, firing clothes into the crowd.

Additionally, Lidl’s chosen festival influencers will be featured across the retailer’s social channels throughout the summer, showcasing their supermarket style to millions of followers.

The IRL festival influencer programme is just one element of Lidl’s wider promotional push for this summer.

The brand will also be out on the road and lending its support to a range of events, including Tough Mudder runs, Pride celebrations and a number of other food and drink festivals.

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