How Brands Are Leveraging Music to Strike a Chord with Millennials

Nine Ways Brands are Leveraging Music to Strike a Chord with Millennials

Music is a common thread that ties people of varying interests together. But in the world of experiential marketing, brands have their sights set on one very specific demographic when it comes to leveraging music-related events: millennials. From electronic dance music festivals to Taylor Swift cameos, brands are reaching this coveted demo like never before by using music to create the authentic, emotional experiences millennials crave. Here, our roundup of nine brands that are tuning into this growing trend.


  • Why Big Brands Are Lining Up to Get a Piece of the EDM Scene

    Event Marketers goes inside the EDM scene to explain the unique approach to transforming EDMs from millennial dance parties to big brand-sponsored events.

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  • Surrounded by Millennials, Brands Score Big at Bonnaroo

    The venerable camping music festival outside Nashville serves up authenticity and positivity   If there’s one obvious sentiment at Bonnaroo, it’s that people are happy. Event staffers are happy. Campers, waiting in long lines and hauling in equipment for the four-day music and arts festival, are happy. And from what we saw, the brands activating...

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  • 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...

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  • Super Bowl XLIX: Bud Light’s House of Whatever

    Bud Light’s Up For Whatever platform has returned for a second year, ushered in with a massive 75,000-sq.-ft. House of Whatever experience constructed at Super Bowl XLIX in Glendale, AZ. What began a year ago with a Super Bowl TV spot extracted from real user-driven content has not only become a phenomenon—it’s become an inspiration...

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  • Inside Citi’s Entertainment Sponsorships

    It’s that moment you survey the crowd at a music festival from an exclusive vantage point. That moment your kid plays catch with a professional baseball player. That moment you surprise your sweetheart with the ultimate culinary date night (you rock star, you).

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  • U by Kotex Leverages Concerts, Social Media to Drive Trial

    To drive trial of its feminine care products, U by Kotex throughout August is engaging girls before performances at American Idol and Bruno Mars concerts via a series of interactive on-screen questions. Called “U Decide” moments, the activation consists of five 30-second spots that ask fun, lifestyle questions such as, “What would you not let...

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  • Tips For Engaging Millennials Through Causes

    Millennials are seeking out employers who do good. How marketers can do good, too. Millennials are a demographic whose members, many think, enter the workforce envisioning free bagel Fridays, flexible schedules and an open floor plan. Turns out, their expectations may run a little deeper. According to the Millennial Impact Report, produced by Achieve and...

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  • Samsung Leverages a 15-Second Video Strategy

    Looking to get its technology into the hands of young-minded Canadians, Samsung Canada is tapping into their love of music and film—and the rise of the 15-second video. The brand this summer brought its Galaxy S6 and S6 Edge mobile phones with their powerful camera capabilities and fast-charging functionality to three of the country’s summer...

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  • Tic Tac Mints Shakes it with Millennials

    Tic Tac mints in April hit the road with the My Pack Tour, a month-long mobile tour that offered millennials attending music and arts festivals the chance to create custom Tic Tac packs and share their photos on social media. The My Pack Tour is an extension of Tic Tac’s Shake It Up marketing campaign,...

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