Reflecting on the success of brand promotions such as the Orange ‘Chill and Charge’ campaign at Glastonbury last year, Marketing Week released a report this week on how brands can get the most out of festival sponsorship. The Orange brand had a tent that enabled festival attendees to charge their phone at festivals, ingenious idea from the phone brand. Glastonbury will be back in 2013, enough time for the brand to create an exciting campaign for the event…
An increasing number of brands that are not associated with music including Persil, Timberland, and Dairylea are using festivals as a channel to spread their brand messages. Organisations are taking this method of marketing seriously by preparing in advance and building this activity into their strategy in order to get deals signed with popular festivals across the country. How are brands making the most of festivals as a method for effective brand promotion…?
Digital media is becoming more prominent in the lead-up to and aftermath of festivals and is an excellent opportunity for marketers to promote their products and create brand awareness in advance. Cheese brand Dairylea had huge success from Camp Bestival last summer with their Twitter and Facebook campaigns. The festival is known as the family festival of the year and Dairylea seized the opportunity to promote the brand through a family photo shoot competition on Facebook leading up to the event.
It is important to remember that consumers now expect more from brands; Marketing Week revealed that those brands that can add a new dimension to promotion at festivals will be more likely to see a return on their experiential investment. We look forward to seeing more innovative activity from your favourite cheese makers at this year’s festivals.