Music festivals are the Shangri-La for manufacturers.
Some forty-four p.c of Americans attend a stay music pageant yearly, in keeping with Nielsen. And concertgoers are extra eager to purchase merchandise from manufacturers who’re a part of their music expertise.
This makes music occasions the proper playground for corporations trying to join with millennial shoppers on an enormous scale.
The motion revs up in April with Coachella and evolves right into a summer time of music mania, crescendoing in August with Lollapalooza and MTV’s Video Music Awards (VMAs).
And in 2019, the extra outrageous or bespoke the brand-music expertise, the higher.
This yr, there was no scarcity of distinctive model activations that had music followers #DwellingTheirBestLives and sharing their euphoria on social feeds.
Brands like Red Bull, Revlon, and Calvin Klein captured the spectacle round 2019’s music festivals by way of artistic social video efforts that generated thousands and thousands upon thousands and thousands of views.
Want to be taught extra about how these manufacturers are resonating with each the rockers and the rappers? Read on!
Brand-a-palooza: Revlon and Red Bull Wow Music Fans
Lollapalooza 2019 in Chicago was filled with one-of-a-kind experiences for the pageant’s 400,000 attendees (plus the scores of additional individuals who scaled the pageant’s safety fences, after all).
The music occasion’s star acts have been paid multi-million greenback, festival-headline charges. (This is the brand new regular for summer time music festivals. Ariana Grande earned a reported eight million massive ones for her Coachella 2019 efficiency alone.)
As a end result, tickets have grow to be uber-expensive, beginning at $340 a pop for this yr’s Lolla. Surely after emptying their financial institution accounts, concertgoers welcome a model’s complimentary add-ons, from limited-edition swag to brand-hosted immersive experiences.
At this yr’s Lolla, manufacturers completely delivered with activations and giveaways. Let’s measurement up a number of the most modern.
- Apparel model American Eagle handed out personalized fanny packs (as a result of, let’s face it, fanny packs will ALWAYS be cool!) and rocked out with magnificence influencer Amanda Diaz at a particular AE home arrange for the occasion.
- Beverage model Cupcake Vineyard served Frozies (frozen selfies) at their restaurant-cum-playspace. These wine slushies boasted an edible picture of your face spray-painted on high (how’s that for an out-of-body expertise?).
- Bud Light set-up its dive bar oasis with bottomless drinks and intimate music performances. The beverage model has made its #divebartour a fixture at music festivals and venues over the previous a number of years.
But it was Revlon and Red Bull who actually captured the social video beat. There have been 128 model uploads from Lolla this yr and these two manufacturers lead the pack by views.
Beauty model Revlon constructed a disco-inspired skating rink dubbed the Ultra Rollerama. Concertgoers skated their hearts out and nabbed a free pattern of Revlon’s Ultra HD Vinyl Lip Polish (ugh, discuss #FOMO).
In the most-viewed Lolla video, plus-sized mannequin Ashley Graham and fashionista Kristen Crawley welcomed us to Revlon’s curler derby wonderland, replete with silver-colored curler skates, powerhouse feminine DJs, and 360-degrees of neon-painted lips (1.2M views on Facebook).
Revlon uploaded eight extra movies from the rink, incomes a complete of over 3M cross-platform views and 10.5K engagements.
Red Bull uploaded 15 movies from Lollapalooza 2019, amassing 2.5M cross-platform views and 326Okay engagements. The beverage model created an esports outpost the place Twitch streamer Ninja performed stay video video games:
Fans took selfies with the notorious gamer-influencer and cheered him on to victory. (The epitome of present! If you ever need an instance of how far we’ve come within the 50 years since Woodstock, that is it.)
In Red Bull’s second most-viewed Lolla video, Ninja hit the pageant undercover as Hans, his alter-ego (1.2M views, 117Okay engagements on Instagram). Hilarity ensued. Did followers acknowledge the gamer? I gained’t spoil it for you…
This man-on-the-street characteristic is a superb instance of a model activation completed proper. Red Bull deliberate past the live performance to create this supplemental component particularly for social video feeds.
This is very helpful for manufacturers maximizing on influencer relationships. After all, content material creators like Ninja are complete view magnets!
Calvin Klein Raised the Roof at Coachella 2019
In April, Calvin Klein took over Coachella 2019 with a very tubular activation.
The attire model arrange a 1970s-themed #MYCALVINS home. Fashion guru and Instagram influencer Lizbeth Hernandez took viewers behind the scenes of the retro CK home, displaying followers a cool ball pit, big-screen immersive artwork show, and a customized t-shirt station (622Okay views on Instagram).
The fun-house additionally served as a whimsical staging floor for breakout artists to carry out on the music pageant, like feminine rapper Chika who gave an unique efficiency of her new single, “No Squares” (773Okay views on Instagram).
Finally, the attire model took to the pageant grounds to seize attendees carrying basic CK vogue. This montage-style video earned 1.8M Instagram views and positioned #2 among the many high 10 most-viewed model movies from Coachella 2019.
All advised, Calvin Klein uploaded 27 Coachella-themed movies garnering almost 5.6M cross-platform views and 930Okay engagements. The model accounted for 4 out of ten of the most-viewed Coachella model movies.
MTV and Twitter Transform the VMAs Viewing Experience
Brands that supply partaking spectacles at music festivals are clearly dominating social feeds. And the reason being apparent. They’re tapping into the “experience economy.”
More than half of millennials worth experiences (like journey) over issues like proudly owning a house, in keeping with the 2019 Deloitte world millennial survey.
So, how do you activate an “experience” throughout music awards exhibits which can be typically considered passively from one’s sofa? Look no additional than MTV’s Video Music Awards (VMAs) for the reply.
As background, YouTube streamed Lollapalooza 2019 and a sequence of behind-the-scenes interviews, scoring four.7M views for the hassle. (Lollapalooza scored 10.8M views for this yr’s general festival-related content material throughout all platforms). This adopted the success of a Coachella YouTube livestream final April.
But MTV took the live-viewing expertise to a brand new degree within the VMAs in August. It collaborated with Twitter to launch the VMA Stan Cam.
For the primary time ever, followers held the reins when it got here to their VMAs viewing expertise. On Twitter, they voted on which celebrities to look at throughout vital moments and which to observe again stage (are you taking notes on your upcoming vogue present, Victoria’s Secret?).
The hottest Stan Cam moments have been viewers photographs of Shawn Mendes and Camila Cabello, who spent the night in full PDA-mode. People are nonetheless buzzing in regards to the couple’s almost-kiss on stage. Steamy! The duo’s Stan Cam second had 615.1K stay viewers on Twitter.
Also Check Out: Tubular Uses Social Video Data To Predict the Winners of the 2019 VMAs
In current years, the VMAs have served as an influential testing floor for viewer engagement methods. For instance, over the previous a number of years, Taco Bell has sponsored the Best New Artist class.
The model asks viewers to vote for his or her favourite new artist on Twitter utilizing hashtags. This effort provides followers a voice within the course of and positions Taco Bell as a serious supporter of emerging-music expertise.
It was a aggressive area this yr with frontrunners Lil Nas X, Billie Eilish, Lizzo, and Ava Max all vying for the accolade. Victory went to singer-songwriter Billie Eilish.
The Taco Bell social video feed was all crickets this yr, however final yr Taco Bell congratulated 2018 finest new artist Cardi B with a video posted to Twitter that scored 34.1K views.
Pepsi Delights with ‘the Museum of Missy’
At this yr’s VMAs, Missy Elliot grew to become the primary rapper to win the 2019 Vanguard award. MTV posted a video asserting the rapper’s much-deserved success in mid-August (four.5M views on Facebook).
To honor the victory, Pepsi jumped on the “experience economy” bandwagon and opened a Missy Elliot immersive-museum expertise in NYC. Tickets reportedly offered out in a single minute!
Fans can “lose control” as they take within the fascinating historical past of the feminine rapper. They can star within the music video for “The Rain,” outfitted within the notorious rubbish bag coveralls and even get personalised nail artwork on web site. Talk about Instagram-worthy!
The beverage model hasn’t revealed any movies documenting the exhibit (possibly Pepsi is leaving that half as much as the followers?). But a Twitter video lately posted by Missy, that praises the museum effort, has amassed 218Okay views and 17.8K engagements.
This awards season, MTV additionally collaborated with choose SoulCycle studios to supply VMA-themed rides. Music followers cycled it out to curated playlists… an homage, maybe, to Ariana Grande’s SoulCycle-inspired efficiency of “Side to Side” on the 2016 VMAs (the video has scored 47.4M YouTube views thus far).
How Brands Can Engage with Upcoming Music Festivals and Events
Don’t let these billion-dollar model activations scare you off. Brands don’t need to be on-site or an official sponsor to capitalize on the music fever.
Fenty by Rihanna kicked off the pageant season with a make-up tutorial on find out how to get the proper pageant magnificence look. The video supplied tips about find out how to make your basis last more and dazzle with “sangria sunset” eyes (538Okay views on Instagram).
And hair product model Sexy Hair, recognized for its bestselling hairspray, created a tutorial on find out how to get a novel pageant hair look (11.5K views on Instagram).
When it involves the VMAs, in 2015 Jolly Rancher posted a comedic animation on Twitter venting about awards-speech interruptions (40.4K views on Twitter). Herein lies the proper instance of a easy riff that jives with the zeitgeist.
No doubt, there are alternatives abound to money in on the craze round music festivals and occasions. What are you ready for?
Calvin Klein isn’t the one vogue model making waves throughout music festivals and social video!