Known for attracting a large number of audiences in their best possible mood, music festivals are breeding grounds for creative brand activations. By creating experiential initiatives in and around these music festivals not only do brands get an opportunity to showcase their fun element but also get a chance to truly reach out to potential consumers when they are in the mood to experiment or submit themselves to an experience.
Be it Lollapalooza, Coachella, or Bonnaroo, music festivals have been closely associated with brand activations for years now and this time at EE, we share with you the top 5 brands that used music festival brilliantly to create brand experiences.
Coachella Lacoste Live Desert Pool Party
Can there ever be a more lethal combination than that of a pool party and cutting edge music? Well at the fourth edition of Coachella, Lacoste helped create this combination through the ‘Lacoste Live Desert Pool Party’ at a private estate near the festival grounds. The production work of the festival was done by Made With Elastic and the event included an activity installation that invited guests to shoot paint-covered tennis balls at a massive polo shirt called “Polo Gigante.” The activation saw a large number of crowd coming in to get the best of both worlds.
Samsung at Lollapalooza
Lollapalooza 2013, witnessed 300,000 fans coming in from all nook and corners of the world and 130 music acts being performed at the Grant Park in Chicago from August 2 to 4. Samsung as a brand utilized this great opportunity to enhance the festival experience of attendees by creating a Samsung experience center here. At the "Samsung Galaxy Experience," Samsung offered henna tattoos on festival grounds. Guests could pick a design from photos displayed on the Galaxy S 4 and Galaxy Note 8.0. At another station, flower wreaths were available that could also be customized by choosing designs on the phone.
Glad and Keep America Beautiful at SXSW
The 2013 South by Southwest music, film, and technology festival ended on March 17, with an around 150,000 people turning out to be a part of the 10-day event extravaganza. Plastic housewares brand Glad and Keep America Beautiful partnered at the festival to create immersive and unconventional experiences at the same. The brands installed 13 trash, compost, and recycling areas, collecting much of the festival's waste and illustrating the premise of keeping America beautiful plus adding another layer to the activation, artist Jason Mercier created a mural of America made from SXSW trash, the digital prints of the which were available for download.
Heineken's at Coachella Valley Music and Arts Festival
Coachella valley music and arts festival returned to the Southern California desert in April, 2013 and around 80,000 people congregated to join the musical festivities. The music festival was also hugely popular for a lot of brands who wanted to utilize the opportunity through experiential but among the 9 brands that executed an activation it was only brand Heineken that truly stood out in the crowd.
Heineken's activation at the festival included a cold storage for cases of festivalgoers' beer, which was tracked using a fingerprint scan and kept cold until guests were ready to imbibe. V Squared Labs also created the visuals for the brand's dome on the festival grounds which received a thundering response from the audiences an added a magnificent visual element to the event altogether.
Ford at Bonnaroo
More than 80,000 music lovers gathered at the Bonnaroo Music & Arts Festival on a 700-acre farm in Manchester, from June 13 to 17. To showcase the spirit of the musical genre garage rock, Ford created a garage in the middle of the festival for its Fiesta Garage.
While the festival saw Bands like Maps & Atlases and the Rubens performing, the garage created by Ford allowed the attendees to enjoy the festival by sitting in mismatched armchairs and other elements. Also available were free customized T-shirts from the brand and iPads to browse the Internet and to upload photographs.
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