Experiential Activation, Attendee Exposure and Brand Awareness (1/16)

This book cites several examples of brands using on-site experiential activations (some with digital extensions) at music festivals to promote brand awareness and consideration. Of particular impact are activations that fulfill a need for festival-goers. For example, insurance provider Esurance offered NFC-technology equipped wristbands to Outside Lands festival-goers that allowed them to take, save and share photos when physically near any of eight Esurance “tap towers”. This activation was of use to festival-goers whose phones or cameras ran out of battery and the “tap towers” also provided meeting points for non-users of the wristbands. These multiple points of contact with festival-goers resulted in increased awareness for the Esurance brand.

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