The summer is upon us, complete with typical British weather issues, and 2016 brings literally hundreds of festivals. Every year organisers try to beat their previous best with new scheduling, better artists, more unique experiences, new stages and new venues.
Artists need to follow suit as fans expectations have grown in line with this. They need to put on a memorable show, to cut through and get noticed. They need to work hard to earn the audience’s social media attention. It’s not just about adulation anymore, the combined audience represents the greatest media channel any artist can access.
Like them or loathe them, you’ve got to hand it to Coldplay. Since their Mylo Xyloto tour, they’ve truly captured the spirit of audience engagement. The wearable Xyloband is their trademark, their way of involving and immersing an audience even the size of Glastonbury. Their shows sum up what brands need to deliver: a constant stream of innovation to maintain the edge in conversation.
But how on earth does a brand get noticed when the artist owns the crowd, the festival owns the atmosphere, and Virgin Trains own the travel?
The answer actually boils down to two key factors: brands need to create an unforgettable moment in time; or provide a service that is much needed – and all this while being a natural part of an already cluttered experience.
The power of the festival activation is that if a brand gets it right, it really delivers on driving that critical emotional connection with consumers linked to their passion points. While they’re in the festival spirit, they are open to trying new things, open to their norm being challenged, and their receptors are well and truly pumped up.
Here are the five rules of festival brand engagement.
Plan ahead and do thorough research
If you think festivals are for your brand or business, don’t just go with the ones you’ve heard of. Get out there and see what’s on offer. There are so many different types of festival attracting a variety of audiences and there are so many spaces for brands and businesses to cut through.
Be clear on the end game
Festival presence is an investment. You need to consider beyond the festival. Don’t get carried away and distance the festival experience from your commercial goals. What’s important? Decide and don’t deviate. Raising awareness, selling product, acquiring new customers? Consider your top three (max) criteria and revert back to these whenever you need to prioritise and make decisions during the planning.
Work with the festival and add value to what’s already there
It’s their festival. Consider the organiser’s plans, their vision and how you can be part of that and share their goals. Look at how you can build from that start point. How to become part of the fabric, to build with relevance and value, and to add more than expected. If you make this collaboration, and not just a negotiation, everyone wins.
Be true to your brand
Festival-going consumers like brands that fit into their lives, and their needs. Choose the spaces where you’re a natural fit for the consumers, and are able to be true to your values.
Put the consumer at the heart
Millennials will post about brands. A great brand experience will amplify your message. So, be consumer-centric and make sure your concept plays to those needs.
Jo Chadwick is creative associate at Splendid Communications
This advertisement feature is brought to you by the Marketing Agencies Association, supporters of the Guardian Media & Tech Network’s Agencies hub.
