With Summer in full swing, Millennials are looking for ways to enjoy the nice weather and spendtime with friends. What better way than going to one of the many music festivals taking place all over the US and Canada? As they flock to these multi-day events packed with thousands of people in one place, brands are sure to want to get a piece of the action. Creating an association between your brand and the music that consumers are passionate about can make them more likely to be loyal customers, with 76% of festivalgoers saying that they are more favourable towards brands that sponsor a concert (Music 260 survey).
While there are many opportunities for brands to gain visibility at these festivals through banners and print materials, there has been an increasing trend towards engaging with consumers face to face. Garnier Fructis was a sponsor at Bonnaroo, a popular Tennessee music festival, giving out samples of their products in addition to offering hair washing and styling at their tent, which was a welcome service for all of those camping out on the festival grounds. Ford was another Bonnaroo sponsor; they created a garage in the middle of the festival decked out with lounge chairs and a photo booth and offered free customized t-shirts. Offering comfort to attendees can be far more beneficial for furthering your brand than traditional advertising. Concertgoers are looking for a good time, not a sales pitch, but a brand that facilitated them having fun may stick in their mind the next time they’re out making a purchase. H&M hoped to capitalize on this by offering an air conditioned tent at Pitchfork Music Festival where they gave out sunscreen, deodorant, and other personal care products – with no mannequins or racks of clothes in sight! When marketing at music festivals, it may be beneficial to ditch the bombardment of advertisements and develop a relationship with consumers that lets them know that your brand cares about them. Intercept Group’s recent POME results prove this to be true, with the most appealing campaigns involving a promotional offer, useful information and samples.
Another smart tactic is utilizing a combination of in-person engagement along with online, to maximize brand exposure. VH1 set up a photo booth at Lollapalooza that created a GIF of each visitor that could be shared via social media, and broadcasted all Tweets and Instagram posts that tagged VH1, along with #BestLollaEver on a 10’x17’ screen at the festival. This encouraged social media interaction with the company and got them seen by those who weren’t even in attendance. Red Bull also established an online presence in conjunction with their music festival sponsorship by posting on their music blog the events they were attending, in addition to their physical distribution of their energy drinks at each festival. Brands looking to forge deeper relationships with Millennials should look no further than music festivals.
Music festivals are no doubt the place to be this summer, but where and when are they happening and who’s going to be there? WayHome is an upcoming festival taking place July 22nd-24th at the Burl’s Creek Festival Grounds in Ontario; featuring big names like The Killers and Arcade Fire. WayHome steers towards alternative and rock music but there’s a great mix of genres to please all crowds. For those who prefer the pounding bass and catchy melodies of EDM, VELD will be bringing The Chainsmokers, Kygo, and Martin Garrix among others to their main stage in Toronto on July 30th and 31st. VELD has begun to rival the attendance of the long standing Electric Zoo festival in New York City taking place this year on September 2nd-4th featuring Tiesto, Bassnectar, and Hardwell. Hip hop and its Canadian golden boy Drake will be taking over the Toronto music scene from July 29th-August 1st with OVO Fest followed by Drake’s Summer Sixteen tour alongside Future. There are so many exciting opportunities for music lovers of all genres to see their favourite artists all performing in one place. Millennials will be gearing up to make lasting memories at the plethora of music festivals this summer with their friends (and sunscreen) in tow.