Half a decade has passed since what is probably the best known music festival in history took place: Woodstock in 1969.
Since then music festivals have gotten more and more popular, especially in Spain. Right now 10 of the most important music festivals in Spain are:
- Primavera Sound
- Bilbao BBK Live
- Viña Rock
- Low Cost Festival
- Arenal Sound
- SOS 4.8
It is in these festivals where many brands have seen a big opportunity to reach huge crowds.
It can be a very strong win-win situation: both brands and the festival organisers have much to benefit from as long as brands add value to the festival and experiences to the festivalgoers. The festival organisers on their part benefit from adding sponsors to their event, helping them to finance it.
There are a lot of ways brands can enter the festival space: from naming the festival or one of its stages to building creative and attractive experiences with the attendees.
Adidas Originals, for example, included Barcelona’s Primavera Sound festival in the marketing strategy of its “Superstar is not what you think it is” campaign by installing a gigant sneaker on the festival premises, positioning the brand as a reference inside and outside of the festival: