Festivals & Fan Cons
Why Bonnaroo’s Signage Appeals to Millennials
Millennials are notoriously sensitive to overt marketing ploys and that includes over-commercialized messaging. At this year’s Bonnaroo Music & Arts Festival in June, a four-day event with 80,000-plus millennials in attendance, sponsoring brands demonstrated just how well they understood that fact. The 14-year-old festival’s producer Superfly, New York City, steers brands away from heavy branding,...
How History Keeps Comic-Con Activations Fresh
“Vikings” is one of History’s most successful TV shows, which is why for the past few years the brand has brought the series to life through immersive San Diego Comic-Con activations. This year’s convention marked the third year History has activated a “Vikings” program. So, how does the brand make sure what it’s offering is...
Three Strategies For Creating Concert Content
Marketers looking at concert event sponsorships to amplify brand messaging are looking in the right direction. A new study by event marketing technology company Tagkast has found that, among all event attendee types, concert attendees are most likely to share branded photos on social media and produce social endorsements for brand sponsors. Concert activations hold...
Xfinity Touts Tech With Couch-To-Concert Sponsorship
As lead sponsor of the U.S. leg of Taylor Swift’s The 1989 World Tour, Xfinity, Comcast cable’s residential service brand, is activating touchpoints designed to deliver fans exclusive content on-site as well as at home. The program began May 20 in Bossier City, LA, and ends Oct. 31 in Tampa, FL. Xfinity is activating the...