The popularity of summer music festivals has grown phenomenally in recent years. The growing array of festivals is paving the way for brands to creatively engage with the festival goers to entice them with spectacular installations, digital activations, and branded pop-ups. Here are 5 brands that really embraced their summer festival collaborations.
#HPCoachella Immersive Dome
Coachella in the Colorado desert attracts 250,000 attendees over the duration of the two-weekend festival. To mesmerize the visiting crowd in the HP Lounge, HP built the world’s largest temporary geodesic projection dome which teleported festival goers to a magical range of visual displays accompanied by music from RÜFÜS DU SOL. The installation beautifully converged art, music, and technology with an immersive experience. The activation received an overwhelming response. Additionally, the brand also set up a experiential lounge with HP’s interactive technologies to engage the festival goers.
Tinder have recently made it easier for festival loving singletons to find that special someone in the midst of a summer music festival. They have released a new feature called festival mode which allows users to add the festival badge to their profiles, to let other Tinder users know that they are attending the same festival. The feature has been used at twelve festivals so far, including LoveBox and EDC Las Vegas and has in turn seen an increase in users and app downloads.
Just Eat at Electric Picnic
Last year, Just Eat were in their 5th year activating at Electric Picnic. Verve worked closely with the brand to create ‘Flavourville’, a bespoke area where festival goers could go and enjoy great food, music and soak up the festival atmosphere in a comfortable setting. The Just Eat Waiters also were on-hand to take food orders, delivering them to hungry music lovers. Over the weekend, this area in itself became a festival favourite, fully immersing customers in the Just Eat brand. If you would like to hear more about this activation, you can listen to our Vervcast episode ‘Brand Activations at Music Festivals’ here.
RNIB – Glastonbury
In a bid to highlight the importance of getting your eyes tested regularly, Glastonbury Festival partnered with RNIB (Royal National Institute of Blind People) to bring us the Karaoke Eye Test. During festival goers “performances” the words on the screen became harder to read and blurry giving the participant a taste of what losing one’s vision may feel like. The screen simulated symptoms of preventable eye conditions and at the end of each performance each participant were given tips on how to take care of their sight and encouraged to get their eyes checked regularly. This is a great example of one of the summers biggest and best festivals teaming up with a charitable partner for the greater good.
Packing for a festival is always an exciting experience, but the reality is you always forget to pack something and finding and purchasing these items can prove quite difficult at a festival. At this years Coachella Festival, e-commerce giant Amazon decided to ease the task at shopping at festivals. They created Amazon lockers where festival attendees could purchase item from the Amazon storefront and have them delivered safely to a locker at the festival. This the kind of outside the box thinking that has thrust Amazon into the stratosphere when it comes to online shopping.
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