The season for music festivals is here as the days are growing longer and the weather is getting nicer. These multi-day concert extravaganzas are the ideal setting for an experience marketing activation because they have evolved into a playground for both attendees and marketers.
There are proper and improper approaches to construct a music festival activation, just like there are for every marketing campaign. Let's examine how to design effective music festival brand activations and why you should pay close attention.
Music Festival Brand Activations
It is the ideal pairing when it comes to music and marketing. Indeed, a Nielsen study discovered that companies supporting musical events struck a chord with listeners. To ensure that the activation is successful, marketers must consider alternatives to the Bach's.
Okay, enough musical jokes. Consumers do, however, enjoy it when brands collaborate with live events. 74% of music streamers like it when brands interact with them through music giveaways and sweepstakes, while 76% of festival-goers like brands who support events. It is obvious that customers enjoy engaging with brands at music festivals, so why else would a company want to do experiential marketing at a music festival?
Music Festivals are Full of Crowds
Attendees at concerts and festivals are passionate about having fun as well as music. Festivals are essentially extended parties that allow visitors to hang out with friends while enjoying the summertime weather. In actuality, 84% of millennials go to music festivals to simply get away from their normal lives.
Attendees seek a change from the routine, which includes conventional marketing. The way that consumers expect to interact with companies is clearly how experiential marketing activations operate.
Music Festivals are Insta-Worthy
Consumers love to capture and share images at concerts, festivals, and experiential marketing activations. Consumers are especially ready to share while they are at a music festival, where 98% of them produce social material during experiences and activities.
Even if your activation only generates a small portion of the festival's social media material for your event, it will be worth the cost even if it does not generate the 28 million global engagements that "Beychella" did following Beyonce's most recent Coachella performance.
Music Festivals are Curated
You can select a music festival that appeals to your demographic because there may at least be hundreds that take place around the United States. You can select festivals of any size, genre, and setting to best suit your brand and target market. Since millennials make up over half of the 32 million yearly festival goers, you will be especially interested in music festivals if they happen to be one of your target audiences.
Festivals may be expensive, especially the biggest ones. Coachella's low-end ticket price averages $627, indicating that all of the attendees have some extra cash on hand that they are ready to part with. Targeting these large events can translate to bigger prospects of you securing new customers and potential business.
