Creative brand activations delight attendees of music festivals
Implications - As brands move away from omnichannel presence and aim to cultivate more meaningful interactions with consumers, many are opting to host brand activations at a variety of summer festivals. Whether to provide samples of a product or to create a branded lounge, such festival activations provide consumers with tangible rewards that are especially valued given the high cost of amenities at said events. Rather than aiming to connect constantly with consumers through digital channels, this strategy highlights the benefits of providing consumers with more curated, contexualized experiences.
Workshop Question - What's an example of an event where your brand's presence would be well-suited? How could your brand's presence up-level attendees' experience of that event?
Trend Themes
1. Brand Activations at Summer Festivals - Brands are hosting activations at various summer festivals, creating curated, contextualized experiences and meaningful interactions with consumers.
2. Upscale Festival Accommodations - Pop-up hotels and luxury accommodations at music festivals are appealing to a more discerning clientele looking for a more comfortable and upscale festival experience.
3. Sensorial Festival Activations - Brands are designing multi-sensory activations at music festivals that focus on bringing together good food, drinks and experiences specific to a certain culture or region.
Industry Implications
1. Event Marketing - Brands can leverage event marketing to create brand activations at music festivals that establish more meaningful connections with consumers beyond traditional advertising.
2. Hospitality - Hotels and luxury accommodations at music festivals can cater to a more discerning clientele willing to spend more for a more comfortable and upscale festival experience.
3. Food and Beverage - Food and drink brands can create multi-sensory experiences and pop-ups at music festivals to provide attendees with curated, memorable experiences.
8 Featured, 69 Examples:
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Date Range:
Aug 15 — Jul 17
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