EXPERIENTIAL MARKETING, BRanding, and Live Entertainment
How can music create positive brand value?
Music festivals attract audience far and wide for their high energy, headliners, and shared experience of musical entertainment. Music and artists in themselves create a lifestyle brand through their messaging, marketing, and strategic communication which in turn brands festivals in a collective sense. In short, Lollapalooza maintains a different reputation in comparison of Coachella or Electric Forest and so on.
This concept of festivals positioning themselves as lifestyle brands creates a beneficial space for brands to act as sponsors and reach the demographics they desire. This in term has created a shift in marketing, utilizing live events as spaces for branding and product sampling. Experiential marketing in these spaces create word of mouth, brand affinity, positive brand association, and many times turn first time users into brand loyalists.
Prime examples of this can be seen through the experiential push on festivals sites for products such as Topo Chico, Monaco, Toyota, and Cliff Bar’s, and more within the Chicagoland area.
As the gender share remains balanced in festival attendee’s, food and beverage sponsors thrive. This isn’t to say that more targeted brands with specific products, such as Birchbox (a subscription based product delivery service geared toward men and women) wouldn’t have a favorable return.
I imagine that Birchbox could benefit from a mobile tour coined as the “Touch-Up Tour”, showcasing product discovery alongside artists discovery at major music festivals around the United States.
Direct Email Blast
Creating awareness around core subscribers and also targeting new audiences within festival radius through social posts is key to driving participation about the activation. It’s always a cool think to stumble upon during the festival, but some brand loyalists are sure to spread the cheer through word of mouth to friends attending.
Personalized playlists by LIFESTYLE and genre
User Generated Content
The brand activation not only serves as a place to try before you buy a product but also make memories! Festival goers can end their experience on a glam note, bu taking a photo in front of Birchbox’s floral installation to show how they say “Yes!” to the festival life.
Press Release Mock- UP
BIRCHBOX VISITS SELECT MUSIC FESTIVALS THIS SUMMER WITH PRODUCT SAMPLING POP UP
The retailer is highlighting its distinct perspective on beauty with a sequential series of targeted social media ads and user generated content.
NEW YORK, NY -- June 20, 2019 -- Birchbox, a leading beauty and grooming retailer, today launched its own experiential activation making stops in five cities across the United States at select Music festivals. The “Touch-Up Tour” will be making an appearance at Forecastle Music Festival (Louisville, KY), Mopop Music Festival (Detroit), Lollapalooza (Chicago), Outside Lands Arts and Music Festival (San Francisco), and I Heart Radio’s Music Festival (Las Vegas). The tour will encourage festival attendees to truly embrace the festival world through adventurous and fun new products to complete their festival looks over the weekend.
Birchbox will offer a variety of festival ready products in travel sizes and samples such as dry shampoo, waterproof-compact eyeliners, hydrating highlighter sticks, facial sunscreen, and more. Participants will get to hang out in the glam-cabana stocked with phone chargers, light refreshments, personalized playlists and comfortable seating as well as makeup counters for one of Birchbox’s brand ambassadors to touch up their beauty routine. Festival goers can commemorate the moment at the end with a photo inside the installation showing how they “say yes to the fest,” earning them a chance to earn 10% off their next order when Birchbox is tagged or #Birchboxbeats is used.
“This campaign is significant for us in that it’s the first time we’re interacting one on one with our customers – being able to hear what their first reaction in to the products and listening to what their needs are and what they want to try this summer” said Amanda Tolleson, Interim Chief Marketing Officer at Birchbox. “We know that beauty isn’t every woman’s passion, but we believe that every woman deserves to have the best products so we wanted this campaign to show that Birchbox makes beauty fun, uncomplicated and relevant to our customers’ lifestyles.”
Depending on what festivals audiences have purchased tickets to or city they live in, Birchbox will be target audience through Facebook ads and Instagram. Follow up messages with be sent to those who contributed user generated content via Facebook, Twitter, and Instagram.
Learn more at www.Birchbox.com/festivals.
Founded in 2010, Birchbox is a leading beauty and grooming retailer, offering an efficient, personalized way to discover and shop for new products. Birchbox redefined the online shopping experience by pairing a monthly subscription of personalized samples with inspiring editorial content to create a seamless path to purchase fullsize products online. More than 800 bestinclass beauty, grooming and lifestyle brands are available on Birchbox’s ecommerce shop. In 2012, Birchbox launched Birchbox Man and expanded internationally, and in 2014, Birchbox opened its first brickandmortar store in Soho, New York. Today, Birchbox has more than 1 million subscribers and operates in six countries, including France, Spain, UK, Ireland and Belgium. Birchbox is headquartered in New York City. To learn more, visitwww.birchbox.comor follow us on Instagram, Facebook, Twitter, YouTube and Snapchat.