At the close of last year FRUKT released Field Work 2011, the definitive guide to brand activations at music festivals in the UK; the culmination of many months spent shoulder-to-shoulder with passionate music fans at the cream of the country's best events.
Now - despite the biting cold of the winter months - a whole new year awaits, and once again we are eager to see what brands will be activating and just how they integrate their products/services into the heart of the festival experience.
However, with the UK summer unfortunately still some way off, we have been turning our attention to the other side of the globe in order to get some early insight into what activations 2012 might bring.
Big Day Out, one of Australia’s largest music events is currently well under way with a number of major brands on board, including Converse, Motorola, Durex, Mercury Cider and V Energy. Here we take a look at 3 of our favourites:
V Energy – interactive photo sharing wall
V Energy was once again at Big Day Out with the V Energy Green Room, recreating a nightclub experience, complete with Australia's hottest DJs and full on laser shows. The brand also created ‘Club in Can’, a dance powered club inside an oversized can of the popular drink. However, it was a simple photo sharing opportunity that caught our attention.
The V Energy Power Wall, which featured a large (3 metre by 5 metre) touch screen and a built in HD camera, enabled music fans to capture their festival memories and share them with other fans and the wider social world through the brand’s Facebook page.
The overall V Energy experience is indicative of what we saw last year in the UK, with a distinct focus on destination branding, setting up credible entertainment additions to the festival timetable. The photo wall helps to join up the dots in the outside world. It’s simple, yet effective, and highlights the need to tap into the true essence of the festival experience, helping fans to create lasting and sharable memories.
Motorola – simple fun goes social
It’s not all about technical wizardry when it comes to building engaging on site activations. Take for example Motorola’s Defy + Motoslide, a giant inflatable slide with a 12 metre high drop and a 55 metre slipway.
It’s big, brash and undeniable fun – which is just what you want and need at this kind of event. It’s also tied in directly to digital and social activity, with photos taken of fans uploaded behind a fan gate on Facebook, driving those all-important likes. Fans who tag themselves in photos could win a Motorola Xoom tablet.
Mobile brands were sorely underrepresented in the UK last year, so it will be interesting to see which brands put a bold stake in the ground in 2012.
Mercury Cider – music heritage in a can
Mercury Cider is celebrating its 100th anniversary this year and music festivals are high on the marketing agenda in 2012. The brand created a limited edition can which was available at the Big Day Out Melbourne and Adelaide events, plus they also developed an enhanced bar experience on site, especially geared towards male festival goers. The bar doubled as a 'man cave', complete with pinball machines and Big Day Out memorabilia.
The brand further cemented its on site presence by enabling fans to get up close and personal with the bands they love, providing drop in slots where local acts (including Bluejuice, The Amity Affliction and The Getaway Plan) would drop in to sign cans of Mercury Cider.