A brand activation involves two brands coming together to create something that builds awareness and generates customer interest.
Think of it as an exchange between two parties. A drinks brand, for example, likely couldn’t replicate the cultural capital that a music festival has, but it can use some of its resources to help the festival and appeal to the people who attend year after year.
By hosting an activation at a festival, the drinks brand can position itself as something music fans should be drinking, therefore increasing its reputation in a new market.
Brand activations come in many forms. Thanks to the size of music festivals, they can be places where brands can showcase new technology, provide a specific service to attendees and build loyalty with their own customers through bespoke deals.
In this article, we’ll have a look at 5 brand activations from UK Festivals in 2023.
Three provide charging ports at various UK Festivals
Mobile phone company Three UK have appeared at TRNSMT, Latitude, Reading & Leeds and The Isle of Wight festivals this year.
For these events, Three have offered pre-sale tickets to their customers through their app. Elsewhere, the company acts as the official network partner.
Attendees could charge their phones at the stations, with members getting 50% off.
At TRNSMT, attendees could visit the Three Archway, taking pictures at the event and uploading them to social media.
Vodafone and Glastonbury
This year, Vodafone and Glastonbury announced a landmark partnership, which saw the mobile company offer a range of perks for attendees.
The first? Connectivity across the site for Glastonbury attendees. Also included were activations with cutting-edge technology, customer access to sold-out festival tickets via Vodafone’s rewards programme and the launch of an official Glastonbury app.
Jagermeister at various UK festivals
Jagermeister partnered with the likes of Boomtown, Boardmasters, Bloodstock, Sundown, Parklife and more this year.
The drinks company set up an activation where people could get temporary tattoos and take photos at an exclusive photo booth.
Each activation also featured a VIP bar area where attendees were served by Hubertus Circle bartenders, the network set up by the company in 2011. Alongside this, festival goers could pick up VIP goodie bags including portable chargers, bucket hats, fans and sunglasses.
Whiteclaw at British Summer Time
Whiteclaw’s reputation in the drinks industry has grown this year and they further cemented this by partnering with British Summer Time 2023.
The company presented the activation, ‘White Claw Shore Club’, which gave attendees the chance to try the drink in a four-dimensional wave experience. This was in a beach club setting and included a raised viewing area.
Snapchat’s AR Experience at Reading Festival 2023
When Snapchat arrived on the scene, it changed how we view social media.
The company are still looking to innovate to this day, debuting an AR Compass as part of their partnership with Reading Festival this year.
The compass directed festival-goers to their favourite stages with a series of graphics including distance and direction.
Elsewhere, the AR Compass let attendees find their friends, allowing people to explore the festival freely without getting lost.
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