Being present at the biggest music festivals in the world is the dream of many brands. However, to make this dream come true, companies need a well-designed plan for engaging their target audience in the best possible way. Some of the major music festivals worldwide include Tomorrowland, Rock in Rio (RiR), Lollapalooza, and Coachella. These festivals take place in different countries and attract a large fan base worldwide. Rock in Rio alone received about 700,000 people in 2022, with approximately 100,000 attendees each day. It's no wonder that these festivals captivate the eyes of millions of people around the world. Globally successful bands and musicians like Coldplay, Iron Maiden, Post Malone, and Demi Lovato performed at Rock in Rio in 2022. The physical structure of the event, which is supported by major brands, also makes the festival stand out even more. Companies activate brands at these events because they can reach thousands of people at once in just a few days, including those who are not physically present at the events. When festivals happen, they gain media attention on TV and online, with mentions on major TV shows and social media. However, even when present at festivals, brands need to be creative to engage their target audience and make them want to visit their stands.

What is brand activation?

Brand activation is a marketing strategy aimed at promoting interactions between a brand and its target audience. This strategy is usually implemented at public events such as music festivals and cultural fairs. When thinking about brand activation, companies need to devise ways to convey their DNA, whether through the physical environment (stands) or through interactions. Moreover, everything must also represent the target audience and the event well. In brand activation, companies can consider offering different types of entertainment to their target audience, such as games, competitions, and product samples. All of this ensures that potential customers are constantly reminded that they are at the event.

What are the benefits of brand activation?

Brand activation can provide a variety of benefits to your company, including:

• Increased brand recognition: There's nothing better for a brand than becoming memorable to its target audience. Brand activation, when done well, achieves this by reaffirming the company's identity, values, and beliefs.
• Greater customer engagement and loyalty: By providing situations where customers can experience the brand, they tend to become more engaged. Brand activation is also an opportunity to show customers that the company shares the same values as them, strengthening the bond between the parties.
• Improved sales: Brand activation is an excellent opportunity to showcase flagship products and even introduce a new product or service to the public. By reaching a massive number of people in a short time, the chances of sales increase.
• Promoting buzz marketing: If your company can capture customers' attention positively, they will want to share. This is beneficial for buzz marketing or word-of-mouth marketing. A stand with a beautiful visual identity, for example, makes people want to take photos and share them on their social media. Therefore, the brand increases its chances of being mentioned by people.

Brand activation: Pepsi's case

Pepsi is one of the world's largest soda brands, and activating the brand at music festivals, such as Rock in Rio and Lollapalooza, is very convenient for PepsiCo, the company that manufactures Pepsi soda. We had the opportunity to help Pepsi activate its brand at RiR and Lollapalooza. At Lollapalooza, we helped Pepsi create a stand with an incredible visual identity and gave people the opportunity to sing karaoke at the same festival where their biggest idols performed. Success was guaranteed! Pepsi's brand activation was so successful that its stand was the most popular stand at both festivals. The target audience was positively impacted as they found the fun that represented the events well, and Pepsi managed to reaffirm its values, generating audience enchantment. Like Pepsi, you too can reap great benefits by investing in brand activation. We are confident that we are the right partners to be with your company because, in addition to our more than 15 years of experience participating in major brand activations, we know how to identify the unique identity of each company and express it in our work. Whether at a music festival or a cultural fair, we will give your company the chance to provide your target audience with the experience of memorable experiences, just as we did with Pepsi. Now, how about contacting us to check our availability to help you activate your brand? We are sure it will be a success!