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From Music, Fashion, to Social – How Brands Own Festivals

Ready or not, festival season is here. Soon our feeds will be flooded with flower crown girls living out their hippy-inspired dreams at Coachella and other music festivals.

Whether you love or hate festival culture, it offers incredible opportunities for marketers — beyond branded koozies or pricy sponsored stages.

Keep reading to see three ways brands can capitalize on festival marketing.

Photo Backdrops

Backdrops or photo frames are a simple way for brands to be featured in loads of social posts. Setting up backdrops for the thousands of excited attendees ready to share their experiences is straightforward, yet effective marketing. However basic the concept may be, it has the power to leave a lasting impression. Backdrops position your brand center-stage in front of a larger audience. In concert (pun intended) with the backdrops, create a branded hashtag for the event. As users publish their content and use your hashtag, you have lots of user-generated content at your brand’s fingertips.

Experiential Marketing

Experiential marketing is one of the most-used marketing strategies during festivals. While it isn’t anything outrageous or new, experiential marketing allows brands to interact with their audience in a real-world setting.  Why are Coachella, Lollapalooza, and other popular festivals ideal places for brands to unveil experiences? The events are extremely publicized and highly visible, making experiential marketing extremely effective. Festivals are flooded with media outlets, millennials, and celebrities documenting every detail of their experiences on social. 

Influencers

Festival attendees are notorious for making bold fashion statements. Top brands and emerging fashion companies partner with influencers to reach their target audience and maximize their impact.

At Coachella last year, Levi’s set up a temporary hub just outside of the festival where they dressed influencers like Romee Strijd, Hailey Bieber, and Bella Hadid in their newest products. The hub housed a tailor shop staffed with expert seamstresses giving influencers the freedom to customize their pieces. While the influencers were having their looks customized, they brought their followers along as they updated their stories and social feeds throughout the process. The final looks were showcased at the festival where the influencers unveiled their one-of-a-kind Levi’s ensemble for their massive audience to see.

As fans travel the globe to attend music festivals, it creates unique opportunities for brands of all sizes to stand out. Don’t be afraid to loosen up and get creative. Interact with consumers in a real-world setting and put your brand on the front-lines of the largest conversations during the events.

Abby Erekson
Abby Erekson
Marketing & PR Specialist