Case Study / Spirits
A returning festival activation built to collect. Every spritz, selfie, and photo turned guests into 2,000+ opted-in profiles in 2026, and a brand-owned audience of 4,000+ across two years.
Higher conversion, on average, when marketing campaigns are targeted at segmented, filtered lists.
The activation, in one paragraph
Aperol's Day Club came back to the desert for a second year, right in the middle of the festival in Indio. Out in the Coachella heat, guests wanted two simple things: a cold Spritz and a good photo to post. Impulse made both easy. People scanned in, got their festival photos sent straight to their phone, and skipped the usual sign-up hassle, so the line moved and the day stayed fun. Guests got a smoother, better experience, and Aperol got something real back. Every photo handed over became an opted-in profile. In 2026 that added up to 2,000+ new guests, and a two-year audience of more than 4,000 people Aperol now owns and can reach directly, no middleman, all permissioned and synced to their CRM.
The product, end to end
One platform, two beneficiaries. It slips into the guest experience and feeds the brand's CRM at the same time, with Aperol's photo and liability waiver signed in the same step. A queue for photos becomes a pipeline of permissioned, waiver-signed, enriched contacts.
Complete this quick sign up to make the most of the Day Club and never miss a photo.
Guests sign up in seconds through the Day Club link. Phone number only, no app required. Aperol's photo and liability waiver is signed inside the same flow.
You're in. Get ready for exclusive updates from the Aperol Day Club at Coachella so you never miss when our limited daily experiences drop: frozen treats, beauty stations, tooth gems, photo moments, and a dance floor you will not want to miss.
An instant confirmation welcomes guests in. Then photos arrive over WhatsApp or SMS, sorted and ready to share.
Your first photos are ready. Click the link for live photo updates to your personalized gallery, curated by Aperol: gallery.impul.co
Ciao. Happy Coachella Day 2. Do not miss today's limited drops at the Aperol Day Club: photo-worthy frozen treats, tooth gems from 3 to 5 PM, giveaways, and photo ops all day.
On my way
Day-by-day messages brought guests back through gallery links, daily drop alerts, and reasons to return all weekend. Interactive questions kept guests engaged throughout the festival.
Every opt-in becomes a first-party profile carrying age, location, interests, and source. Synced into HubSpot or Salesforce.
Insights and reporting around guest engagement, audience characteristics, behavioral trends, and overall event performance.
The conversation, day by day
From the opt-in welcome to the closing NPS survey, every message doubled as a data point and did three jobs at once.
Photos straight to their phone, a heads up on the day's drops, and one tap sharing. No app, no chasing a download link.
Every text spoke in Aperol's voice, keeping the brand in each guest's pocket all weekend and driving shares to @aperolspritzofficial.
Opt-in confirmations, gallery taps, and survey replies enriched each profile, showing not just who showed up, but who stayed engaged.
The day, frame by frame
From the orange-soaked entrance to the last spritz, the Day Club was a full-body experience. Color, sound, taste, and touch. Impulse was present throughout, capturing every moment and turning it into a guest's photo and the brand's data.
Your favorite orange spark, back in Indio for a second year.
The Aperol Spritz comes alive in color, sound, and taste.
Aperol-inspired frozen treats to beat the desert heat.
Photo-worthy backdrops, made to be captured and shared.
Touch ups and details before the next moment.
Festival goers who came to live the moment, and left as contacts.
What it produced
A brand-owned audience captured across the 2025 and 2026 Day Club activations.
New festival guests captured through a high-value photo delivery exchange.
Higher conversion, on average, when marketing campaigns are targeted at segmented, filtered lists.
The value here is not a one-day reach number. It is a brand-owned audience that compounds. Across 2025 and 2026, the Day Club turned more than 4,000 festival visits into permissioned, enriched profiles: who they are, where they are from, and what they are into. In 2026 the audience grew double digits and skewed to Aperol's core: 25 to 34, female-led, and concentrated in California.
In 2027 and beyond, this audience can keep compounding across Aperol activations, building a growing repository of first-party guest profiles over time. That does not just lift the long-term value of each activation. It lets Aperol spot returning guests across multiple experiences and build a real picture of audience loyalty, engagement, and repeat interaction.
Every profile is first-party and permissioned, captured at opt-in, enriched with age, location, and interests, and synced to Aperol's CRM. Not bought, not modelled, not estimated.
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