Festival Season 2018: Our Favorite Branded Activations
If your Instagram feed looks anything like ours lately, there’s no denying the fact that festival season is upon us. From indie-inspired events like Coachella to cultural experiences like the New Orleans Jazz & Heritage Festival, concert-goers can find an event nearly every weekend in the spring and summertime. While millennials make up a large part of the multi-million dollar industry, festivals aren’t just fun for fans anymore. Many companies are entering the festival space to reach the sought-after attendees with branded activations.
With customers demanding authenticity and experiences over advertising, experiential marketing is a powerful strategy for building loyalists for your brand. Whether it’s a high-budget pop-up shop, a branded concert series or even just an interactive photo booth, customer touchpoints will go a long way in generating affinity.
If you’re looking for a way to integrate experiential marketing into your brand’s strategy or you simply wanted to read a festival blog that doesn’t mention crochet tops and flower crowns (oops), you’ll be inspired by these incredible branded activations.
Heineken House at Coachella
The beer brand has a reputation for building over-the-top branded activations, and its footprint at Coachella this year did not disappoint. The Heineken House, located on the festival grounds, hosted fans for three days of musical performances, refreshments and entertainment. With the brand’s iconic green color and branding prominent throughout the activation, it was sure to leave a lasting impression on fans.
LG at Bonnaroo
A popular camping festival, Bonnaroo hosts thousands of attendees for a three-day outdoor event. Located in a field in Tennessee during the heat of summer, LG used their product to tap into a common festival complaint: the stench generated by hardcore, sweaty-clothed fellow concert-goers. The brand created a 3,600 square-foot activation dedicated to laundering attendees’ clothing. With 25 washers and dryers, a “wash’n’fold” service and a free vintage clothing swap, LG created a top-notch experience while addressing its customers’ needs.
50 washers & dryers, 4 days, 1 weekend at #Bonnaroo: big thanks to @LGUSA for cleaning up thousands of Bonnaroovians this weekend! If they can clean you guys & gals, they can definitely take care of all your life’s non-Bonnaroo messes w/ their powerful line of washers. #LifesGood pic.twitter.com/C0J0kVTe1l
— Bonnaroo (@Bonnaroo) June 11, 2018
HGTV at CMA Music Festival
The HGTV Lodge has become a staple at CMA’s annual country music festival. Located in the heart of downtown Nashville, the upscale barns hosts A-list performers for intimate concerts and meet-and-greets. Filled with beautiful decor, HGTV host appearances and snacks from iconic Nashville eateries, the brand has built a highly-engaging experience that fans look forward to attending every summer.
.@HGTV is headed to Nashville in just a few days. Enter the Ultimate Fan Experiences Drawing for a chance to win FREE tix to #HGTVLodge to see @LukeCombs, @EricPaslay & more!
Link: https://t.co/fC4U8CLxLg pic.twitter.com/DwC395ZIKT
— CMA Country Music (@CountryMusic) May 28, 2018
BMW at Adult Swim x Desert Gold
Why sponsor an activation when you can sponsor an entire festival? In an effort to reach younger customers and promote its new X2 vehicle, BMW partnered with Adult Swim to create a two-day festival filled with poolside fun and live music.
Customers are more discerning than ever before, forcing brands to rethink the way they market their products and services. Instead of creating expensive television spots or magazine ads, the brands that are thriving in today’s marketplace create meaningful experiences for their customers. Whether it’s experiential marketing or branded emoji sticker packs, putting your brand into customers’ conversations is the key to success for your business. Contact us today to learn about our custom solutions!