Experiential marketing – the music festival brandwagon

This article shows how music festivals can create traps for experiential marketers, and offers guidance for exploiting these events.

Experiential marketing – the music festival brandwagon

Hugh Robertson and Rob Wilson

This year has seen an unprecedented number of music festivals in the UK – from mainstream events such as V to boutique ones like Bestival or Latitude, and brand-fests like O2Wireless to unbranded ones like Secret Garden Party. A lot has been written about festivals in marketing terms and there is an insatiable desire among brands to be part of these activities, to the extent that they are now among the most cluttered media. And also one of the most misunderstood, having seemingly become...

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