By Adolfo Vasquez, President, The XP Agency
Festival season is in full swing. It’s time to film your fit check and head out for a day (or two or three) of watching the most popular artists and noteworthy bands as you search for the song of the summer.
As experiential marketers, we are always asked to create “meaningful experiences that are relevant” at events like these. I cringe whenever I hear that because that’s not the most important factor.
When you’re activating at a festival, you have to primarily think about whether it is the right time for you to have this conversation with the consumer? To stand out in a crowded summer festival landscape, it needs to make sense. You don’t need to be the biggest or the flashiest. You need to be the most relevant. Here’s how:
1. You need to solve a need: Effective activations understand the situation and make life easier for attendees. Think about when Charmin took over New York with public restrooms. Everyone who lives or visits the Big Apple knows what a pain it is to find a bathroom when you need it. Creating this pop-up moment solved a real, timely issue – a nice clean bathroom that actually has toilet paper! – and it also showed how the product could be helpful in these movements.
2. You need to fully engage throughout the experience Experiential doesn’t just happen at the main event. If you interact with consumers throughout the process, your brand won’t feel like it’s just showing up for viral views. Think about the Beyoncé’s Cowboy Carter tour. Months ahead people are thinking about what outfits they’re going to wear. They’re texting non-stop.
One brand that took advantage of this trend was Levi’s, which had a section in their stores dedicated to looks you could wear to Beyoncé’s extravaganza. Ulta Beauty also did a great job of capitalizing on the moment by offering curated makeup and hair products to help people get the perfect look for the night.
3. Consumers want it to be picture perfect: The photo op has become more desirable than swag: It’s about the social media value of the experience. Your activation needs to look great on photos and film, leading to that FOMO moment for those who aren’t there. Going to a festival isn’t just about seeing artists and bands. The Instagrammable moments matter as well.
4. Don’t be afraid to be one of the crowd: Activating during a festival may seem like a loss in ROI because there are so many things going on at once. But it’s the opposite. Due to the diversity and density of audiences, festivals provide a rare opportunity for brands to maintain attention and foster deeper connections. People prefer all-day, immersive experiences over single events. This enhances value for marketers and consumers alike. Makeup brands like Fenty have done a great job of creating pop-up makeup stations like the Fenty Beauty Festival House at Coachella. Although it was outside the main event, the fact that it provided rest and relaxation – and some fun products – helped it stand out amongst influencers and on social media. There’s space for everyone.
The Bottom Line
Brands are more successful when they integrate naturally throughout the process, instead of just popping in and feeling like an ad drop. You may only have a 40-foot by 40-foot space at the festival, but you have to remember that everyone is expecting an experience – and they’ve thought long and hard about it. It’s not about being just at the festival: It’s about cultivating brand engagement for the long run through multiple touchpoints.
