Companies sponsoring music festivals is nothing new in business, as sponsors step up all the time to partner with big artists to spread the word about mega-tours. However, some new deals with Jim Beam, Microsoft and Beats could introduce a new way this is getting done – through digital means.
Jim Beam, for example, partnered with Pitchfork in a new “Make History” campaign. As a result, Pitchfork will produce and film six after-show concerts at music festivals throughout the summer, including the Pitchfork Music Festival in Chicago, taking place this weekend. From there, the content will feed through a micro-site, and be used through various campaigns.
The liquor company will host an arcade lounge with vintage pinball games, as well as a VIP area where consumers can try out their latest products. “WE are creating contextually relevant creative from the events that we’ve partnered (with Pitchfork on), so all of that is in the digital space, and then we’ve been able to bring that outside the digital space to really connect with the Pitchfork readers, Pitchfork fans and Jim Beam fans live as well,” said Hailey Kehoe, senior brand manager.
Beats Music is also partnering with Pitchfork, with its own backstage VIP lounge that lets folks demonstrate their mobile app and take part in a “Beats Seats” campaign, where they can win 20 free tickets for exclusive festival events.
As for Microsoft, with the help of Bonnaroo’s RFID (radio frequency identification) technology, that company promoted its cloud-based OneDrive software, giving said attendees the chance to check-in and collect photos from live performances across six different stages. From there, they could be uploaded to a OneDrive account and be viewed at their leisure.
“In the past, we’ve done something where you can connect your wristband to Facebook and Twitter and you’d be able to check in for different shows, but this is the first time that there was a content delivery piece associated with the program,” said Chad Issaq, evp, business development and partnerships at Superfly, owner and co-producer of Bonnaroo and Outside Lands.
These programs will continue throughout the year, and it wouldn’t be a shock to see these companies return for Lollapalooza in Chicago come August.
Source: Adweek
