Music festival sponsorship generates widespread onsite awareness, study finds
Music Festival sponsorship does generate widespread brand awareness a study from Havas Sport and Entertainment has found.
The Havas Sports & Entertainment Summer 2011 European Music Festival study was carried out last summer over at six festivals in France, Spain, Germany, the UK and Poland, collecting 2,244 responses, which found that six out of every 10 brands on site could be recalled by fans.
Out of all of those questioned, only two respondents didn’t notice any sponsorship onsite, while over one third (36%) also said that they were more likely to purchase a sponsor’s product after experiencing their activation at a festival.
Fredda Hurwitz, global VP strategic planning, marketing & communications, Havas Sports & Entertainment, commented: “Our research does much to dispel the view that music festivals are a dangerous arena for brand sponsors and suggests brands are a welcome part of the festival experience if they develop activations that add value.”
Hurwitz continued; “This research, combined with our own experience building campaigns for a variety of brands in music including Orange and Coca-Cola, leads us to recommend that the best strategy for brands looking to sponsor a festival is to create exciting, unexpected experiences for fans that have a ‘wow’ factor. Festival goers are passionate about music but they go to festivals first and foremost to live an incredible moment with friends – so signage or sampling alone will not get their attention.
“It’s also an important time for sponsors of music festivals to integrate social media into their activations. We found music festival goers spend an average 220% more time online than the average global consumer which indicates a memorable on-site experience combined with social network interaction could help brands build long-term relationships with music lovers."
Further findings from the survey can be found in the infographic below.
Image courtesy of Anton Gvozdikov / Shutterstock.com