Summer, good weather, the desire to make plans and… festivals! This weekend kicks off Coachella, one of the most internationally renowned festivals. These types of events have become micro-universes of music, experiences and fun that are the perfect cocktail for brands to innovate.
The festival phenomenon has been growing exponentially over the last few years, with the number of events held multiplying significantly. Advertisers have been able to see the potential and are increasingly taking advantage of it to make an impact on their consumers. Sponsorship of the poster, stage name, promotional stands… there are many options available to brands, but one premise is clear: brands need to generate experiences to connect with the public.
Promotion options at festivals
The presence of brands at festivals has long since gone beyond the simple placement of logos at strategic points or the classic ticket raffle. Today, advertisers who really want to stand out must go one step further: create authentic experiences that connect emotionally with the audience and integrate naturally into the festival experience.
Attendees tend to come in groups (couples, friends, colleagues), which makes the experience a shared one and therefore even more memorable. Brands seeking to leave a mark must be part of this collective memory, providing moments that add to the personal narrative of each attendee.
Audiences are more than willing to participate in fun actions, especially if they are customisable and offer immediate rewards. These activations not only capture attention, but are integrated into the fun of the event, increasing brand affinity.
Added to this is a major challenge: advertising saturation. We are exposed to some 6,000 impacts per day, which has made the public more demanding. In this context, the key for a brand to be remembered is not in its visibility, but in the experience it offers. Only those that generate real and emotional value will stand out.
Ways to be associated with a festival
There are different methods for brands to associate themselves with a festival:
- Sponsorship: Sponsoring festivals allows you to have a prominent presence both before and during the event, which helps to increase brand visibility.
- Interactive experiences: Games, raffles, photocall… Brands that opt for creating interactive experiences generate greater memories as they help to complete the festival experience.
- Advertising: The more traditional advertising also has a place in this space with totems, billboards, banners to promote products or services.
- Social media amplification: As with any type of event, brands can amplify their presence or association with the festival with social media content, sweepstakes and exclusive promotions.
What does a festival offer a brand?
Creating an advertising strategy within a festival means having a space from which to impact thousands of potential users who are receptive and open to receive promotions and products for several days, within a context of fun and enjoyment.
It is at this point where brands have to question whether they only want to impact the user or, on the contrary, generate a positive memory with some kind of experience.
However, brands that decide to go for music festivals should take into account that the event they are betting on should be in line with the values conveyed by the brand, especially in terms of sustainability and inclusion.
It is clear that festivals are having a great moment and are the star events of spring and summer. The brands that know how to take advantage of this opportunity in an ingenious and original way will be the ones that will achieve the greatest success in their campaigns.
