Music Festival Sponsor Promotions

This article reads like a press release, but does give some ideas of what sponsors do at festivals to maximize their investments/associations.

::UTalk Marketing, 6/12/07:: Analysis: Experiential Marketing at Music Festivals: "Music festivals are hot property for FMCG and telephony brands. You’ve got access to an audience of thousands of predominately youthful and early-adoptive consumers with a high-disposable income.

The other bonus is they’re in a relaxed and fun frame of mind meaning they’re all the more receptive to brand trial.

Get a brand in their hands, get consumers to associate it with a good and pleasant experience and chances are they’ll try it again following the event. It’s not rocket science.

So who’s getting busy at festivals? What are they doing and why?

At O2 Wireless London Festival this weekend the principal sponsor will be erecting a bubble structure, working with experiencial agency, Sledge.

It’s designed to treat O2 customers to an experience above and beyond the main festival environment. The area will only be accessible via a text message barcode mechanic, available only to O2 customers. Comfortable tiered seating areas and deckchairs will give a great view of the stage.

Once within the bubble structure, customers will be treated to a fully stocked bar, DJ’s and live acts playing on rotation and seating areas where lucky O2 customers could enjoy the hi-tech, exclusive environment and entertainment.

External minibubble structures will offer consumers further entertainment in the form of starring in a pop video and free CD giveaways with consumers’ photos being used to create the cover insert.

The O2 VIP area, located directly behind the main stage, will offer selected guests a stylish and tranquil area to see and be seen....

In a bid to associate themselves with the greatest legends in rock music, Ray-Ban are presenting ‘Never Hide’, an area offering a VIP retreat from the main stage action.

There’s a lounge to chill out in, a garden and a Studio where a photographer and professional stylist will help festivalgoers recreate their own iconic rock picture

The brand is also offering 150 people attending to exchange their old sunglasses for new pair of Ray-Bans.

Meanwhile at the same festival the Fender Experience is giving the public a chance to get up close to the worlds most famous and recognised guitars.

There’ll be tutors on hand for beginners to get them playing their first chords on the electric guitar!

Games company, Ubisoft will be at Wireless and Creamfields this year with a new and unique gaming truck hosting 2 x 68 plasma screens....

As the ‘Official Beer of Live Nation’, Tuborg will be presenting stage 3 at the 02 Wireless Festival London, showcasing a wide range of musical talent.

The brand is also taking advantage of social networking by taking photos of festival-goers and posting them at myspace.com/Tuborguk.

Tuborg has also set up a dedicated website to promote their association with music events this summer, tuborgmusic.co.uk

Broadband, telephone and media company, Tiscali, will be webcasting acts from the main stage of the show in Hyde Park as the official internet partner for the O2 Wireless Festival.

Visitors will be able to view the exclusive webcast content on the official Tiscali festival microsite tiscali.co.uk/wireless over the course of the festival and exclusive edited sessions will be made available after the event.

The brand will also be hosting an exclusive Sessions Tent backstage in the festival's VIP area....