The world is changing. According to economists, this has a significant impact on economic trends. Trends that affect the event industry more than ever before. For example, brand activations are now an integral part of festivals. What is causing the growing demand for brand activations at festivals? How can these activations improve your event experience? And what influence does the experience economy and the opinion economy have? EB Live went to investigate.
The experience economy, also known as the experience economy, is about – you guessed it – the experience. Already in 1998, Pine and Gilmore believed that increasing affluence meant that consumers had an increasing need for experiences. Focus on the product shifted to focus on the experience. Your name on a Starbucks cup, personal messages or notifications in your inbox, today we can say that companies and brands have fully embraced the experience economy.
Companies and brands have fully embraced the experience economy.
Influence on the entertainment industry
Pine & Gilmore talk about 4 E’s: “Adding Education, Aesthetics, Escapism and Entertainment”. The latter two obviously have a lot in common with the event industry. A festival is sort of an ‘experience’. This quickly resulted in the increase in brand activations at festivals. What better way to let your brand be experienced than to literally build a brand experience at a festival? Brand activations are now an integral part of festivals and an important part of the visitor experience.
You don’t even need to be a relevant brand for the festival market for that. A good example of this is the Miele Power Wash. Visitors exchange their festival clothes for swimming trunks, bikinis or bathing suits. While the washing machine brand Miele washes, dries and irons the clothes in no time, the visitors experience a short foam party. At the end of the party hour, the visitors are lathered clean and can enjoy the festival again in a fresh festival outfit. A special way to introduce a younger target group to a new, powerful model of Miele washing machine. In addition, Miele created an indelible memory and a positive brand attitude among their intended target audience.
We are now in transition. The experience economy is still an important trend, but in recent years it has been joined by a new form of economy: the opinion economy. Meaning and opinion play the main role in this trend. Never before has it been so important to visibly reduce your ecological footprint and to contribute to people and the environment. We see here that festivals can function as a circular example, a billboard, but also as test companies.
Influence on the entertainment industry
Circular festivals, once a novel concept, now the norm. Soft cups will be banned from 1 January 2024, without green energy you will hardly get a permit, the market is moving fast. Festivals like DGTL are global leaders in circular festivals. Brands are only too happy to be a part of it.
In addition to environmentally oriented themes, you will also find many activations in human and cultural contexts these days.
Brand activations at festivals have a secondary purpose and a slightly different role. At a festival, consumers can experience your brand, but it’s also a great opportunity for brands to offer visitors escapism and meaning. Special beers by the glass, Nespresso Terraza flooded with greenery, circular festivals are an important theme. In addition to environmentally oriented themes, you will also find many activations in human and cultural contexts these days. Activations of Foreningen Eigen Huis or the Refugee Foundation, where awareness and meaning are created in a different way. We will see similar activations more and more in the coming years.
Brand activations are not only an opportunity for brands, but also for festivals. A good activation is a significant addition to the festival experience. In addition, the prices of raw materials and personnel are rising faster than ever. Save costs by adding special branded experiences to an event. A win-win-win situation for festival, visitors and brand. Something for your brand or event? Now is the time to put yourself in the spotlight at brands and festivals.
Brand activations are not only an opportunity for brands, but also for festivals.
EB Festival Guide 2023
The new edition of the EB Festival Guide will be published during Eurosonic Noorderslag 2023. Our festival guide provides the best possible overview of all relevant music festivals that keep your and our company running and interesting. An excellent opportunity to put yourself in the spotlight at brands or festivals. More information about the EB Festival Guide and advertising opportunities can be found here.