Our top 8 leaders of experiential at festivals
Many brands are now seeing the benefits of using experiential marketing at festivals. They’re crafting memorable consumer experiences, with a goal to enhance the sense of fun people experience at festivals and to give them a new dimension of brand interaction.
The aim of experiential marketing is to stir genuine positive emotions within people which makes them more likely to associate those emotions with the brand going forward.
Here are our top brands on the festival scene at the moment.:
Jameson kicked off their season early with their #Beoriginal campaign as part of the St Patrick celebrations in March.
They created a bespoke photo booth in Gatwick Airport. Every photo taken in the booth was streamed live to everyone in departures. Whoever took part was entered into a draw with a chance to win an authentic St Patrick’s Day trip to Dublin.
- – exposed 150,000 passengers every 4 days.
- – reached 87,443 on twitter
- – +39% sales uplift from previous years
- – 1,000 youtube views in 24 hours
Heineken created an original structure and festival get away at Pitchfork Music Festival in Chicago. They reinvented a beer cooler with their dome shaped tent in the middle of the festival. The tent was air conditioned and had an open bar creating a hide out for festival goers from the blazing heat outside. The space was also decked out inside with real-time festival coverage projected on the light green ceiling of the tent’s interior.
Heineken also have created their own music hub with Sound Atlas, which is an area created at festivals all around the world at festivals including Longitude. The area has its own performances, activities, photo booth and bar. A mini festival within the main festival.
Casa Bacardi is a concept where Latin street culture meets modern day legends of sound. The traveling activation will feature at many festivals this year including Longitude and Electric Picnic. At the activation, festival goers will not only be able to sample the delicious rums on offer but also get some tips from top bartenders on how to make the most delicious Bacardi rum cocktails.
Customers are also in with a chance of winning tickets to 3 summer festivals. Bacardi are asking fans to recall their favourite Mojito moments and to share them on social media using the hashtag #mojitomoments.
Sephora created a very successful activation at Coachella in California this year. They created a space where festival goers could get their hair cut and styled, have their festival make-up done by Sephora staff using Sephora products or get their face painted. It added an air of luxury to the festival, which is infamous for attracting a celeb-rich crowd.
A very simple but successful idea. (Mainly due to the crowds that attend the festival being very fashion forward and wanting to look their best for the many pictures that are taken and uploaded to social media.) Easily providing the brand an opportunity to get #sephora and #sephoracoachella trending. It was also an opportunity for festival goers to try out new Sephora products and have a memorable experience, therefore gaining new customers for the brand.
Toyota created an exclusive pop-up concert at Lollapalooza in Chicago, only accessible to Lollapalooza festival goers who used Toyota’s limited-time “golden ticket” snapchat geo-filter. The “25th hour” concert featured performances from Leon Bridges and Outkast’s rapper Big Boi.
The private concert also featured a fleet of Toyotas, giving its audience member’s safe rides home, incorporated as part of the whole experience.
6. Co-operative Supermarket
The co-operative will be touring its airstream trailer at all the major UK festivals up until the season’s finale at Bestival. The idea behind the American Airstream trailer is a bid to encourage consumers to experiment with cooking. Commuters are given a recipe box containing the ingredients to make a mystery dish at home and are encouraged to share their creation on social media using the hashtag #unpredictablesummer.
This activation allows the supermarket to reach out to new customers who are attending the festivals around the country.
Benefit cosmetics have created an utterly original activation with their cleverly named “GlastonBrow” for festival goers on their way to Glastonbury. The brand have created the first ever “brows and beauty drive-thru” which gave away free eyebrow waxes and goodies to drivers en route to the music festival this summer. Drivers and passengers on the main road to Glastonbury were able to pull up to the bright pink window to choose from a “menu of brow-inspired gift options” and collect free swag, including “necessary festival essentials for a weekend of glitter, flower crowns, and music.” The activation will also boast DJ sets to keep travellers entertained during the traffic jams they will be sure to endure.
Cupcake created a larger-than-life photo activation, (marking their third year at the Coachella festival) with shareable moments that centred around wine-themed bites. The brand, which served as the official wine sponsor of Coachella, invited attendees to hang out by its bright yellow Cupcake Truck where they could snag “poptails” featuring fresh fruit-based popsicles submerged in one of the brand’s wine varietals. The truck itself featured an art installation on one side, where festival photos from Instagram or Twitter tagged with #sharethejoy popped up intermittently.
The photo engagement featured an oversized wine bottle that festivalgoers could actually step inside, along with bubbles and a Coachella-themed backdrop. Cupcake again invited participants to #sharethejoy by posting their photos to social media. And for music fans that couldn’t make it, the brand offered live coverage of the event on social media with the help of influencers.
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