FUSE FRIDAY’S: Taking festival sponsorship to a new level

For many brands, music festival sponsorships provide the perfect opportunity to engage with consumers. With a high volume of mostly young people in a short space of time – it is cost effective, interactive and effective in communicating with hard to reach audiences.

In the past two years, there has been a huge growth in music festivals connecting consumers with brands – so much so that one now expects to see various, unique sponsor experiences at these festivals. We know that the days of smacking a logo over everything through a standard brand sponsorship are over.

Today’s consumers are experience-hungry and looking for an emotional two-way connection with brands who can help to enhance their experience, especially in this intimate festival environment.

Earlier this year, Fuse Melbourne were briefed on the launch of the new Bonds Hi-Bikini underwear range in the lead up to summer 2014/15. We knew immediately that a music festival was the ideal environment to connect with our target consumer but we wanted to reach beyond the ‘norm’. Our internal objective for this response was for it to be founded on innovation and creativity but most importantly, our response had to take the concept of a music sponsorship to an entirely new level.

So why not do this literally?

Our concept was to create a consumer competition amplified by social media that provided our target demographic with the chance to win a Hi-Rise Experience, thanks to Bonds. This experience allowed one winner and three friends in Sydney and Melbourne respectively, access to a backstage tour, a side-of-stage viewand exclusive entry to the front-of-stage photography pit. Tying in with the concept of the exciting launch of Hi-Bikini, these winners were also treated to the ultimate, money-can’t-buy, viewing experience from the Bonds branded viewing platform. Forget watching from the mosh-pit, the Bonds competition winners were 10 metres Hi…!

Fuse Melbourne enlisted the help of Pedestrian TV’s photographers who were the icing on top of the cherry-picker. With the entire experience being captured on film, winners were able to showcase and show off their experience to friends via social media, amplifying their exclusive experience with the Bonds brand and giving them exclusivity and most importantly, bragability.


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