It is estimated that almost $1.5 billion will be spent on music festival sponsorship by brands around the world this summer with IEG expecting a 4.4% rise in global sponsorship revenue for events.
Last week Coachella Festival showed the power that festivals can have when it comes to advertising opportunities and brand partnerships. Long gone are the days when only alcohol brands were the ones fighting for advertising space at festivals.
Now cosmetic companies are buying tent-spaces to pamper customers in, clothing companies are paying celebrities to wear their garments to the events and mobile phone companies are sending push-notifications to their users alerting them to which acts are about to walk on-stage.
Even on the fringes of Coachella it was interesting to see that the likes of General Motors were holding a party in which guests could be driven around in their new car, riding the ‘cool’ of the festival without actually being there.
“Our formula is not to be at the festival,” Dave Barthmus from General Motors told Ad Age, “because outside the festival grounds a person can have a driving experience… You can create your own environment, plus it’s more cost efficient because there isn’t the cost of being on the Coachella grounds.”
Brands are also able to be more interactive than ever before at festivals. It used to be that simple banner advertising was available to those with big budgets, but now it seems that more innovative ideas are really capturing the imagination of festival-goers.
Imagine using bathrooms that are a little more luxurious than the usual portable toilets, sponsored by Charmin’s toilet rolls. Or how about renting a Bedouin tent that’s been constructed by the Marriott Group to exemplify the quality of their hotel rooms?
Lastly it was interesting to see that Coachella organisers had harnessed the power of mobile technology offering customers an application, which would alert them to things that were going-on close-by to where they were.