Glastonbury Festival- A mecca for brands to make a global impact
Case Study

Glastonbury Festival- A mecca for brands to make a global impact

Written by Saurav Bhagat
[email protected] | Noida | Published on: July-06-2019 04:37 PM

Festivals provide brands with an incredible chance to participate in a main consumer target group. At Glastonbury, the UK’s biggest green-field festival, products are responsible for adjusting to certain principles. The game’s title is ethical, social and sustainable business practices. 

Glastonbury took place last week, with over 200,000 passionate festival goers coming together for a weekend of sun, music, and general good times.

The festival, which has been operating for over 30 years, has evolved from humble beginnings to a much more famous celebration of music, art, and modern culture as a tiny free festival influenced by hippie and counterculture movements.

Glastonbury Festival and Brands’ Chances to go global:

Festivals have become an excellent chance for companies to launch grassroots advertising initiatives. As the festival has expanded and press exposure has risen, Glastonbury has become a much larger chance for companies to engage with a case that now draws crowds to match an average English city’s population. Moreover, the enduring existence of Glastonbury over the previous few centuries implies it has become a culturally important British summer calendar occurrence.

As AIF General Manager Paul Reed said in an interview with The Guardian, “a festival existence can significantly improve your brand. It’s not just a lot of shops that burn incense now like it was in the mid-90s.”

Festivals paving way for small companies too

The festival season is also an enormous marketing chance and can provide tiny companies with a launch pad. For instance, Cult London restaurant MEATliquor was sampled at concerts for the first time. AIF’s general director Paul Reed states: “A festival appearance can significantly improve your brand. It’s not just a lot of booths burning incense now as it was in the mid-1990s. “For most celebrations, the pitching method starts the past spring. Lavell claims their festival calendar begins in October when internet apps from Glastonbury register (they close in December).

Most festival requests have been closed down by March, with about a month to finish the paperwork and pay for the pitch for the chosen companies. This is accelerated for Glastonbury, with a turnaround of one week.

A traditional pitch is not the only way to get festival-goers ‘ attention. For canny entrepreneurs, there are other marketing possibilities.

The Glastonbury spider has been attracting a larger crowd year by year (image source: youtube)

The Glastonbury spider has been attracting a larger crowd year by year (image source: youtube)

Live music enables us to offer our customers a holistic product experience.” For his portion, Pepsi thinks that it requires to be in every location for young people — live music is one of them. “We think that Youngistaan is constantly encouraged to follow their passions, pursue their dreams and alter the game,” Sandeep Singh Arora, EVP-marketing, cola, PepsiCo India said in a declaration. 

Live music and Brand Collaborations:

The revolution of the live music case is collecting steam throughout India. According to event organizers, NH7 had more than 25,000 individuals visiting the festival, doubling the amount a year earlier.

One choice is to support or one part of a festival. Cosmetics brand MOA has teamed up with Wild Wellbeing, which operates massage booths at concerts, selling herbal skin care products. In the massages, Wild Wellbeing used MOA products to promote them to their clients.

Festival Marketing has been in trends in recent times

Festival-goers are often gregarious and outgoing at the sharper end of contemporary culture, but also knowledgeable in the press. So talking to them is crucial to products, not to them. Fiona Lovatt, formerly marketing controller at Gaymers cider stated: “You have the chance to add importance to their festival experience by providing them with a service or experience that helps them feel very positive about the brand.” This is backed by the 2011 UK Festival Census, which found that more than 31% of festivalgoers thought that branded shops contributed to the festival’s general experience. Lovatt says: “Our brand experience with the Gaymers region was all about attempting to take the brand to life and mentally connecting customers with it.

She added: “You can’t just look up and expect individuals to like you and want to communicate; you have something to give them.” So the brand signal is much the same as it is for the celebrations themselves. Now that the novelty of observing music in a classroom is integrated in British culture, individuals are searching for the truly unforgettable experience, the festival that enhances life. These are the events that will endure and flourish as the dealers of the herd-them bring a dip in – and-turn-it-up. Of course, people might cut back a little and choose more carefully in these tight times, but festivals don’t go away, and if anything they go forward in a Glastonbury-free year.

How Brands aim for Festivals:

Brands look for the following things before setting a campaign for an upcoming music festival. They take care of the following points in the process:

  1. Back a winner The shakedown industry does not sell out those festivals that don’t understand their crowd or have discovered a niche. Choose one that has been set up or is on the increase.
  2. Know the audience You understand your target organizations. Make sure the organizers of the festival understand theirs. Ask for statistics, breakdowns of tickets and make sure your crowd is your group.
  3. Add to the festival There is loud adding to the Festival Music events. Brands have to contribute to the festival goer experience to be heard, experienced and, more importantly, remembered.
  4. Own the Experience To really operate, the implementation of live music requires to reverberate with the brand’s principles and the innovative broader campaign. Unpick your communications and find a way to make something bigger than life.
  5. Make ‘Live Ads’ Design moments that festival supporters can capture and transmit on their private channel, the videos of the festival, and their own brand platforms. That’s how for your limited cash you get more.

Glastonbury and Social Media

Hashtags on Twitter, Facebook contests and Instagram messages make it simpler for companies to communicate on trend subjects and talk-about activities with their crowd. The Glastonbury Music Festival is a prime instance of how big and small companies jumped on the #Glastonbury hashtag to introduce their signal to the festival’s more than 200,000 revellers as well as individuals around the world monitoring it.

While music concerts have always been a center for brand tie-ins and patronage, the increase in smartphones and social media technology has now created it simpler for consumers to get into the hype–for little or no price. Below are some of the products that used social media to link with and beyond Glastonbury goers.

When incredible stuff can occur when brands and festivals team up. The involvement that extends beyond mere patronage not only gives the need for fund event organizers, it effectively enhances the experience of visitors.

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About the author


Saurav Bhagat

A chai-lover who loves to travel and learn new things.
Have a story to tell? I can be your pen :)

9654178839 | A-73, Hackerspace, Noida sector- 2 Noida UP 201301

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