Oprah’s Life You Weekend

Oprah’s The Life You Want Weekend, was an eight-city national tour, where Oprah fans laughed, learned, danced and sought inspiration to change their lives.

The main challenge was approached by taking the Oprah experience beyond the arena stage to create O Town, a 50,000-square-foot fan festival that fostered conversation, interaction, engagement, and integration of program sponsors.


Oprah on stage in Atlanta

What we did

The O Town Experience included six core thematics that represented the Oprah brand and Life You Want Weekend and over ten different sponsors.

We worked hand in hand with Harpo Studios and the sponsors to co-create and design the experiences that met the goals of both groups.

We designed and built a mix of sponsor driven experiences and ownable standalone Oprah branded experiences, memorabilia, live stage programming, memorabilia and meet and greets. All with the goal of giving fans a peek behind the curtain and to create a closer connection with Mrs Winfrey herself.

Oprah festival- toyota booth

The results

O Town provided a natural environment for brands to tell their stories through customized one on one interactions that aligned with the Tour’s vision.

Some key successes include:

  • Nearly 100% of all weekend ticket holders visited O Town, with a majority coming back multiple times
  • 50,000 photos were tagged to social media using the O Tour Band
  • The length of average time spent within O Town was over 3 hours
  • Toyota collected nearly 20,000 survey submissions