SoFi sponsored CMA Fest 2025 to launch its new premium membership, SoFi Plus. I developed a social-first campaign that positioned SoFi Plus as the festival's exclusive VIP pass, unlocking access to the SoFi Plus Lounge and a surprise private performance by country music star, Kelsea Ballerini.

Through teaser content, hype videos, and real-time festival coverage, we built anticipation around the experience and drove engagement leading up to the reveal. The campaign generated widespread conversation during the festival, elevated SoFi's cultural relevance, and drove subscriptions to SoFi Plus.

PRE-FESTIVAL HYPE

We put together videos that announced SoFi as the 2025 sponsor of CMA Fest and teased potential surprises if you’re a SoFi Plus member at the festival.

DURING THE FESTIVAL

To build excitement around SoFi's sponsorship of CMA Fest 2025 and drive traffic to the SoFi Plus Lounge ahead of the surprise concert by Kelsea Ballerini, we hit the streets of Nashville with Let's Go, Heck No—a country-themed yes-or-no game centered on personal finance and festival spending habits. Participants answered questions about how they budget for a country music festival, with winners earning cash prizes and exclusive access to the SoFi Plus Lounge.

THE BIG REVEAL

Even after a tornado warning forced the festival to shut down, we successfully pivoted our plans and delivered a memorable, members-only experience. The moment became a powerful demonstration of the SoFi Plus value proposition: exclusive access, premium perks, and VIP experiences no matter the circumstances.

EXTRA EXTRA - SOFI MONEY MIC

Leveraging our access to top musicians and influencers, we created SoFi Money Mic, an evergreen series that sustained engagement and sparked ongoing conversations about financial wellness beyond CMA Fest.

THAT’S A WRAP

For our recap video, we let our members do the talking. During the festival, we handed out point and shoot cameras so they could record their time at CMA Fest and the SoFi Plus experience. The result was an authentic, social-first edit that fueled strong engagement, with attendees returning to find themselves in the final cut.