MUTEK Festival case study

Background and Objectives

  • Can you give us an overview of your company and your industry?

Founded in 2000 in Montreal, MUTEK is a festival dedicated to electronic music and digital creativity. Focused on discovery and innovation, it presents an eclectic program bringing together some 100 artists from here and abroad who offer audiences unique immersive experiences and live audiovisual performances.

For its 26th edition, from August 19 to 24, 2025, the festival takes place in various iconic venues, both indoors and outdoors. For six days and six nights, Montreal is punctuated by numerous musical and visual performances.

Alongside the festival, MUTEK Forum brings together artists, researchers, technology professionals, digital experts, and innovators to explore the latest trends in creativity, artificial intelligence, extended reality, video games, and sustainability.

Since its creation, MUTEK has successfully exported its products and now offers extraordinary experiences elsewhere in the world, through editions in Mexico City, Barcelona, ​​Tokyo, Buenos Aires, Santiago and Dubai.


  • What were your main objectives in using promotional items?
Meet the expectations of our loyal festival-goers who are attached to the MUTEK brand, maintain our reputation, be consistent with our fair and responsible positioning, surprise with different products.

  • What specific challenges were you looking to overcome with this campaign?

How to produce in an eco-responsible way while remaining affordable.

Decision Process

  • What criteria did you use to choose our products?
Customization, variety of colors/finish, origin, speed of production, commercial relationship/possibility of considering sponsorship.

  • Did you compare other suppliers before choosing us? If so, what tipped the scales in our favor?

Yes, we contacted other suppliers with an eco-responsible approach x local or national production. Responsiveness (fast sending of samples), consideration of our needs and our resources, particularly financial (sense of listening), transparent and easy business relationship.

Implementation

  • What type of promotional items did you choose and why?

T-shirt, tote bag and cap.
T-shirt because it's the essential item that meets collectors' expectations.
Tote bag for our professional customers.
5-panel cap for audience development (young people), diversification of the offer, trendy product.

  • How did you integrate these objects into your marketing strategy?
FOMO 25th edition, small quantity collection, eco-responsible positioning

  • What were the key steps in implementing this campaign?

Very tight deadlines as delivery two weeks before the festival. Teaser beforehand, exclusivity on site during the festival / rarity, creation of a Shopify and promotional push with the remaining stocks post-festival

Results

  • What results have you observed after using our promotional items?

Very good quality products, comfortable and durable.

  • Can you share specific data (increased sales, new customers, etc.)?
Customer feedback: we only have 10% of our t-shirts and caps left.

Feedback

  • Are there any aspects you would like to see improved?
Enrich our offer and further develop collaboration, otherwise really no comments on the products.

  • Would you recommend our services to other companies and why?

Totally. Reliable service, customer relations, competitive prices.
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