Festival-goers were encouraged to take their best snap on the giant swing and take advantage of an exclusive wifi hub.
Those that shared their picture through social channels using the hashtag #RISwingSelfie could win an upgrade to the brand’s VIP lounge, which offered visitors complimentary drinks and table service.
The retailer also appointed agencies Breed and CreateLondon to increase the activation’s online exposure through the latter’s BrandPops technology.
CreateLondon produced a live video service throughout the event. Branded vox pops were taken and instantly uploaded to River Island’s Facebook page, so guests could share their interaction with the brand online.
Ian Irving, Breed’s creative strategy director and non-executive chairman at CreateLondon, said: "It's been an incredibly exciting week for the team at CreateLondon. After deploying the world’s first Twitter-powered crane, we are excited to be supporting River Island with yet another of our social tools.
"It’s great to see brands embracing our tech to get the most out of their campaign and give the consumer a continued experience long after the event."
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