Taking centre stage at festivals

As brands start to gear up for a Summer of festivals, it’s clear that the landscape has altered over the years. ‘Showing up’ is no longer enough. The brand experience is not just nice to have; that the experience people have with a brand is the definition of that brand — and there’s no better stage on which to put this into practice than at festivals.

Two of 2017’s biggest live activations involved summer festivals. Strongbow’s The Archer and Samsung’s Hypercube proved that brands can enhance the festival experience while generating buzz and conversation. Particularly as the trend continues for people to spend more on doings things than buying things — and then sharing that experience socially. But resonance is key.

The experience needs to be right for the festival, especially as each festival has its own distinct audience and nuances to tap into. But brandS that understand this are now playing an important role in shaping the content at festivals to connect and entice the lucrative and influential millennial and Gen Y audience.

Story-Living is a publication of Intermarketing Agency.