Unmissable Brand Events & Experiences For Music Festival Goers

Luna Duffy | February 20, 2023 at 11:45 AM

Billions Spent On Music Festivals By Brands

Music festivals have become a staple in our society, attracting a diverse range of people from music junkies to fashion groupies, tech enthusiasts, and lifestyle bloggers. As a result, they have become an important platform for brands to connect with consumers.

By sponsoring a festival, brands can reach thousands of people who attend the event, as well as gain exposure through various media outlets covering the festival. In this blog post, Hollywood Branded, we will discuss five benefits of music festivals for brand sponsorships, and provide 10 yearly examples of successful brand activation over the last decade.

Music Festival Brand Sponsor Benefits

Unmissable Brand Events & Experiences For Music Festival Goers

Music festivals have become a melting pot of various industries, attracting fashion enthusiasts, tech geeks, lifestyle bloggers, and more. As a result, these events provide a valuable platform for brands to reach a large audience through festival-goers and media coverage of the event.

Famous celebrities like Beyoncé, Kendall Jenner, Rihanna, and Paris Hilton frequently attend music festivals, attracting the attention of paparazzi and providing opportunities for brands to capitalize on the power of celebrity through sponsorships. Brands can partner with celebrities to gain exposure through exclusive photos, social media takeovers, and sponsored posts. Additionally, brands can host pre and post-festival parties to reach VIP guests.

The popularity of music festivals continues to grow, with events like Coachella selling out in a matter of hours. Beverage brands are the most active sponsors of these events, with companies like Anheuser-Busch, PepsiCo, and Coca-Cola leading the way. Other active categories include Retail, Food, Non-Alcoholic Beverages, Media & Publishing, Banks, Automotive, Hotel & Resort, and Technology.

Blog - Music Festival Brand Sponsors At Events

Some of the top brands sponsoring music festivals include Anheuser-Busch, PepsiCo, Coca-Cola, Heineken, MillerCoors, and Red Bull. A majority of these brands are beverages - helping cool down a hot day and provide a buzz to the activity, reflecting the popularity of beverages among festival-goers.

A study by AEG and Momentum Worldwide found that 93% of festival attendees appreciated the brands that sponsored the events, with 80% saying they were more likely to purchase a product after the festival. 37% of festival-goers also had a better overall perception of the company after the festival.

Benefits of Music Festivals for Brand Sponsorships

The benefits to sponsoring music festivals can be massive, and include:

Reach a large, engaged audience: Music festivals attract large crowds, providing a great opportunity for brands to reach a large, diverse, and engaged audience. With so many people in one place, it is a chance for brands to create a memorable experience for festival-goers and increase brand awareness.
Align with the festival culture: By sponsoring a festival, brands can align themselves with its culture, which can lead to a positive brand association. This can be especially beneficial for brands that cater to the festival's demographic or have similar values to the festival.
Benefit from social media buzz: Music festivals generate a lot of buzz on social media, providing an opportunity for brands to leverage this to increase their exposure. Brands can encourage festival-goers to share their experiences on social media by creating a hashtag or sponsoring influencers to attend the festival.
Increase brand loyalty: By creating a memorable experience for festival-goers, brands can increase brand loyalty. This can be especially beneficial for consumer brands, as festival-goers are more likely to purchase their products after having a positive experience with the brand at the festival.
Create content for marketing: Sponsoring a music festival provides brands with an opportunity to create content for their marketing efforts. Brands can take photos, create videos, and collect data that they can use to market their products and services in the future.

The Brands That Do Music Festivals

There is enough success to be had that brands who commit to spending millions every year at music festivals have it built into their core music strategy. Let's take a look at the last decade to get an idea of what I mean...

Blog - Music Festival Brand Sponsor Events

Music Festival Branded Activations 2014

Anheuser-Busch's Bud Light House of Whatever: Bud Light created a branded activation at the 2014 Coachella festival, called the Bud Light House of Whatever. The activation included a multi-stage venue that hosted a series of concerts, as well as a VIP lounge and a beer garden.
Pepsi's Beats of the Beautiful Game: Pepsi created a branded activation at the 2014 FIFA World Cup, called the Beats of the Beautiful Game. The activation included a concert series that featured performances from some of the biggest names in music, as well as a VIP lounge and a bar that served Pepsi products.
Coca-Cola's Music Experiences: Coca-Cola has been a sponsor of music festivals for many years, creating branded activations that allow festival-goers to experience music in new and exciting ways. For example, at the 2014 Coachella festival, Coca-Cola created a series of music experiences, including a DJ booth, a karaoke stage, and a pop-up recording studio.
Heineken's Green Room: Heineken has been a sponsor of music festivals for many years, and their branded activations are always a hit with festival-goers. For example, at the 2014 Coachella festival, Heineken created a branded activation called the Green Room, which included a VIP lounge, a bar that served Heineken products, and a stage that hosted performances from some of the biggest names in music.
MillerCoors' Silent Disco: MillerCoors created a branded activation at the 2014 Coachella festival, called the Silent Disco. The activation included a dance party where festival-goers could dance to music that was
Audi was a Coachella Valley Music & Arts Festival sponsor and teamed up with Mary J Blige to host an exclusive experience in Audi's onsite lounge.
Jeep created a unique rock-climbing wall at Austin City Limits that tested the strength and agility of festival-goers as they went for summit glory.
Beats by Dre hosted the “Beats House” at the Firefly Music Festival, where guests got to experience first-hand what it’s like to be inside a recording studio and create their own music tracks.
Budweiser set up elaborate activation experiences at both Bonnaroo Music & Arts Festival and Lollapalooza that offered attendees free samples of its beer as well as access to VIP areas with private DJ booths and celebrity meet-and-greets.
AT&T gave away limited edition t-shirts and phone cases to anyone who visited its activation space at Outside Lands Music Festival in San Francisco.

Music Festival Branded Activations 2015

Pepsi's "Be the DJ" activation at Coachella 2015: Pepsi offered festival-goers the opportunity to be the DJ at the Pepsi stage by allowing them to choose and mix their favorite songs using an interactive touch screen. The activation was well received and helped Pepsi establish a strong brand presence at the festival.
Bacardi's "The B-Live House" at Lollapalooza 2015: Bacardi created an immersive brand experience at Lollapalooza by turning a Chicago house into "The B-Live House," a pop-up lounge that offered festival-goers a chance to relax, listen to live music and sample Bacardi's signature cocktails.
American Express' "Unstaged" series at the Governor's Ball 2015: American Express partnered with VEVO to present "Unstaged," a series of live performances by popular artists. Festival-goers could watch the performances on a large screen and interact with the artists through social media.
H&M's Coachella Style Studio: H&M created a pop-up shop in the heart of Coachella that offered festival-goers the chance to shop for festival-inspired fashion and have their photo taken in front of a green screen. The photos were then posted on H&M's social media channels, further extending the brand's reach.
Bud Light's "Up for Whatever" activation at Bonnaroo 2015: Bud Light created a fun, interactive experience for festival-goers by inviting them to participate in a variety of activities, including a karaoke stage, a giant beer pong game and a silent disco. The brand also offered free beer and created a memorable experience for festival-goers, further reinforcing its connection to music festivals.
Chevrolet was the official sponsor for the Firefly Music Festival and offered a test drive experience of their cars right onsite.
Miller Lite created an interactive “Liteville” area at Austin City Limits, complete with electric dance music, carnival-style activities, beer tastings, and a unique art installation that stood out among the festival’s other attractions.
Beats by Dre sponsored Coachella Valley Music & Arts Festival and gave away exclusive headphones to fans of its live DJ sets featured during the event.
Jeep sponsored Lollapalooza and provided excitement for off-roading enthusiasts with their custom obstacle courses set up around Grant Park in Chicago.
AT&T put together a signature activation space at Outside Lands for attendees to charge devices, relax, and take in live musical performances from well-known artists throughout the weekend.

Music Festival Branded Activations 2016

H&M Coachella Collection: H&M released a Coachella-themed clothing line in 2016, with items ranging from crop tops and denim shorts to hats and sunglasses. The brand also hosted a VIP area at the festival, where guests could enjoy a photobooth and refreshments while shopping the collection.
Bud Light's #UpForWhatever: Bud Light partnered with Coachella in 2016 to promote their #UpForWhatever campaign, which encouraged festival-goers to embrace spontaneity and live in the moment. The brand had a large activation area, complete with a Ferris wheel and games, and also gave away limited-edition merchandise to those who shared photos using the hashtag.
PepsiCo's Beats of the Beautiful Game: PepsiCo had a large activation at Coachella in 2016, which was focused on promoting soccer as a lifestyle choice. The activation included a giant soccer ball and a mini-pitch, as well as DJs spinning music inspired by the "Beautiful Game". Festival-goers could also participate in a dance-off competition or enjoy a PepsiCo drink while hanging out in the PepsiCo area.
Red Bull's Sound Select: Red Bull partnered with Lollapalooza in 2016 to bring a series of performances by up-and-coming musicians to the festival. The Red Bull Sound Select stage was one of the most popular areas at Lollapalooza, and festival-goers could also enjoy Red Bull drinks and participate in interactive games and challenges in the Red Bull area.
Samsung's Galaxy Life Fest: Samsung had a large activation at Lollapalooza in 2016, focused on promoting their latest smartphone, the Galaxy S7. Festival-goers could try out the phone in a 360-degree virtual reality experience, take photos in a Galaxy-themed photo booth, or participate in a "Galaxy Life Fest" dance competition. Samsung also had a VIP lounge where guests could charge their phones, relax and enjoy refreshments.
Miller Lite provided an interactive experience at Telluride Bluegrass Festival, where they hosted a “Miller Lite Oasis” complete with live music performances, contests, and cold beer.
At Austin City Limits, Samsung created a custom virtual reality experience that showcased its mobile devices in a fun and interactive way.
Kia sponsored a stage at Lollapalooza and provided complimentary samples of their newest car models to anyone who visited their tent.
AT&T took over the Outside Lands Music Festival with a wireless charging station for festival-goers so they could stay connected during the event.
Budweiser gave away free samples of its iconic beer to attendees at Bonnaroo Music & Arts Festival while also providing access to exclusive artist meet and greets for those who had purchased VIP tickets for the event.

Music Festival Branded Activations 2017

Heineken's "The Bar" at Coachella 2017: Heineken created a pop-up bar called "The Bar" that served as a hangout spot for festival-goers at Coachella in 2017. The bar featured interactive games, activities, and a lineup of musical performances. Heineken also offered branded merchandise and provided a platform for customers to share their festival experiences on social media using the hashtag #HeinekenCoachella.
Samsung's Galaxy Life Festival at Lollapalooza 2017: Samsung created the Galaxy Life Festival, a three-day event within Lollapalooza that offered festival-goers the opportunity to experience new Samsung products and participate in a variety of interactive activations. This included virtual reality experiences, a Snapchat filter photo booth, and live performances by popular artists.
Bacardi's "The Oasis" at Bonnaroo 2017: Bacardi created "The Oasis," a tropical-themed activation that served as a relaxation and refreshment destination for festival-goers at Bonnaroo in 2017. The activation offered free Bacardi cocktails, live music performances, interactive games, and opportunities for festival-goers to connect with the Bacardi brand and share their experiences on social media.
Pepsi's "The Hydration Station" at Outside Lands 2017: Pepsi created "The Hydration Station" at Outside Lands in 2017, a branded activation that offered festival-goers a place to recharge and refresh with Pepsi products. The activation also featured games, contests, and other interactive experiences that allowed festival-goers to connect with the Pepsi brand.
American Express' "Platinum House" at Austin City Limits 2017: American Express created the "Platinum House" at Austin City Limits in 2017, a luxurious lounge area that was exclusively available to Platinum Card Members. The activation offered a variety of amenities, including a VIP bar, premium food and beverage options, and private performances by popular musicians. The Platinum House served as a way for American Express to showcase the benefits of its Platinum Card, as well as connect with festival-goers and enhance their festival experience.
Toyota sponsored the Summerfest Music Festival in Milwaukee, where they provided a test drive experience with their new cars and interactive games like a “spot the difference” competition.
At Outside Lands, Google created an immersive virtual reality experience using its Daydream View glasses that allowed attendees to explore a 360-degree fantasy world.
Dunkin’ Donuts hosted a “coffee break station” at Lollapalooza, where guests could get free samples of their goodies while enjoying live music performances.
Netflix brought its biggest original series to Life Is Beautiful Festival by hosting a Stranger Things inspired activation complete with an upside down living room, life-size Demogorgons, and Hawkins Middle-School lockers stocked with snacks and swag from the show.
Samsung sponsored Firefly Music Festival and set up several technology interactive displays including an Augmented Reality Escape Room and Virtual Reality Flight Simulator for festival-goers to enjoy.

Bacardi Sponsored The Oasis - From tival – Tipsy Diaries

Music Festival Branded Activations 2018

Bud Light's "House of Whatever" at Coachella: Bud Light transformed a tent into a "House of Whatever" where festivalgoers could dance, relax on colorful furniture, and play giant games.
Absolut Vodka's "Absolut Nights" at Lollapalooza: Absolut Vodka created a VIP area called "Absolut Nights," which featured craft cocktails, a photo booth, and a VIP lounge area.
H&M's "Fashion Passport" at Afropunk: H&M provided festivalgoers with a "Fashion Passport" that encouraged them to explore different parts of the festival, including a pop-up shop and an interactive mural.
Red Bull's "Campsite" at Bonnaroo: Red Bull created a "Campsite" where festivalgoers could recharge their batteries, watch live performances, and participate in games and activities.
Heineken's "The Heineken House" at Tomorrowland: Heineken transformed a space into "The Heineken House," where festivalgoers could enjoy drinks and relax while experiencing cutting-edge technology and design.
McDonald’s brought its signature golden arches to Panorama Music Festival in 2018, complete with an interactive drive-in movie theater and free samples of their food.
At Governors Ball, Hulu hosted a “Hulujah” activation, allowing fans to relax and recharge amidst the hot summer sun.
PayPal partnered with Austin City Limits to offer exclusive experiences to those who made purchases using their service at the festival.
During Life is Beautiful Festival, Virgin Mobile presented an artist lounge where guests could mingle with celebrities, enjoy free snacks and drinks, and receive complimentary hair and makeup touchups.
Bud Light provided an immersive music experience at Chicago’s Pitchfork Music Festival that included live performances from rising stars and interactive booths where attendees could test out their rhythm skills on drums or keyboards.

Music Festival Branded Activations 2019

Budweiser's "Made In America" festival activation: Budweiser sponsored Jay-Z's annual music festival in Philadelphia and created a branded area where festival-goers could sample their products and participate in interactive games.
Jack Daniel's Whiskey Row at Bonnaroo: Jack Daniel's created a branded whiskey lounge at Bonnaroo where attendees could sample their products and participate in whiskey-themed activities.
Coca-Cola Music Experience: Coca-Cola partnered with a number of music festivals, including Lollapalooza, to create branded areas where festival-goers could try their products, recharge their phones, and participate in interactive games and activities.
Smirnoff's "Equalizing Music" campaign: Smirnoff launched a campaign aimed at promoting equality in the music industry and hosted activations at several music festivals, including Coachella and Lollapalooza, where festival-goers could learn about the campaign and participate in interactive experiences.
H&M's "Festival Edit" pop-up shop: H&M set up a branded pop-up shop at a number of music festivals, including Glastonbury, where festival-goers could shop for festival-themed clothing and accessories. The pop-up shop also included photo opportunities and interactive experiences for festival-goers.
Budweiser teamed up with Coachella to create the Budweiser #ChellaXO activation to promote their products and create an immersive experience for festival-goers.
Kia Motors partnered with Bonnaroo Music & Arts Festival to offer free rides in their cars, as well as a lounge where attendees could recharge their phones and take a break from the sun.
At Stagecoach Country Music Festival, Target created a “shopping village”, complete with a ferris wheel, live concerts, and pop-up shops featuring limited edition merchandise from designer brands like Lilly Pulitzer.
During Lollapalooza 2019, Citi hosted an exclusive VIP lounge for cardholders, equipped with air-conditioning, massages, manicures and other relaxing activities.
Apple removed all product branding from its activation at Outside Lands this year and instead focused on sharing local artists' stories in its interactive art exhibit titled "The Cultivated Wild."

Budweiser sponsored Made In America music festival

Music Festival Branded Activations 2020

Not the best year for music festivals. I wonder why.... but before the world stopped -there were some festivals!

McDonald's sponsored the South by Southwest Festival, offering attendees a chance to win exclusive prizes from inside their virtual restaurant.
Chevrolet had a major presence at Coachella Valley Music & Arts Festival with an interactive lounge and a unique car-stacking game for festival goers.
Verizon hosted its annual 5G Lab at Lollapalooza and gave fans access to its latest 5G technology while enjoying live performances over the festival weekend.
Bud Light provided free beer samples to all attendees of Austin City Limits who visited its activation space onsite.
Jack Daniel's celebrated an entire month of Country Thunder in July with special stage activations, pop-up bars, and artist meet-and-greets at each of the four festivals it sponsored that month.
Beats by Dre partnered up with Too Faced cosmetics at Bonnaroo Music & Arts Festival to create an immersive beauty experience that gave out complimentary makeovers to guests onsite.
AT&T put together unique augmented reality experiences for Outside Lands' visitors, allowing them to explore 3D renderings of artists' work from inside the park.
Apple held several workshops and demos related to music production during Governors Ball in NYC, allowing fans to learn more about how technology has shaped digital music today.
Jeep set up off-roading courses for attendees of Widespread Panic's Panic en La Playa festival in Cancun, Mexico during December 2020, offering a one-of-a-kind adventure for serious thrill seekers!
Monster Energy had roaming street teams throughout Rolling Loud Miami giving away free cans of Monster plus other cool surprises to lucky festival goers throughout the weekend!

Music Festival Branded Activations 2021

The music festival experience was ALMOST back but still curtailed due to heavy investments and high risks of cancellation due to Covid protocols and surges.

McDonald's was a major sponsor of South by Southwest 2021, offering virtual restaurant tours, exclusive gift bags and limited edition merchandise at its activation space onsite.
Chevrolet teamed up with the Coachella Valley Music & Arts Festival to offer special car-customizing experiences for festival goers and a chance to win a new car.
Verizon focused on creating unique 5G experiences for Lollapalooza visitors this year with AR demos, interactive games and chances to try out their latest technology in person.
Bud Light partnered with Austin City Limits this year to offer free beer tastings at its onsite VIP bar and exclusive panel discussions and meet-and-greets with some headliners playing over the weekend.
Jack Daniel's celebrated Country Thunder festivals all summer long in 2021, hosting artist meet-and-greets plus exclusive parties every night at each location it sponsors!
Beats by Dre returned to Bonnaroo Music & Arts Festival this year with an even bigger presence than before: a 2,000 square foot tent featuring live music performances from up-and-coming artists each day!
AT&T constructed a massive (over 100 ft) interactive sculpture that guests can explore at Outside Lands in San Francisco this summer season!
Apple ran several workshops focused on digital music production during Governors Ball NYC 2021 for both aspiring music makers and experienced professionals alike!
Jeep took over Firefly Music Festival this year offering off-roading adventures plus giveaways like limited edition sunglasses and t-shirts just for attending!
Monster Energy sponsored Rolling Loud Miami again in 2021; roaming street teams will give away free cans of energy drinks throughout the weekend plus other cool surprises only available at the festival!

AT&T sponsored Outside Lands 2021hat to bring, who's playing and more | Datebook

Music Festival Branded Activations 2022

McDonald's returned as a major sponsor of South by Southwest in 2022 with even more surprises and giveaways in store for attendees.
Chevrolet brought back its car-customizing experiences to Coachella Valley Music & Arts Festival plus an even bigger chance to win a new car than before!
Verizon created 5G experiences at Lollapalooza like never before, offering interactive games, AR demos and the chance to try out their latest technology first hand!
Bud Light partnered up with Austin City Limits again in 2022, providing free beer tastings, exclusive panel discussions, and meet-and-greets with some headliners playing over the weekend.
Jack Daniel's celebrated Country Thunder festivals all summer long in 2022, hosting artist meet-and-greets plus exclusive parties every night at each location it sponsors.
Beats by Dre made an even bigger impact at Bonnaroo Music & Arts Festival this year, featuring a 3,000 square foot tent with live music performances from up-and-coming artists daily.
AT&T constructed an interactive "100ft light tunnel" for festival goers to explore at Outside Lands - complete with spectacular visuals and soundscapes.
Apple ran several workshops on digital music production during Governors Ball NYC 2022 for both aspiring producers and experienced professionals alike.
Jeep expanded its off-roading experience offered at Widespread Panic's Panic en La Playa festival in Cancun, Mexico - allowing guests to drive through the tropical jungle of Yucatan Peninsula.
Monster Energy return as a sponsor of Rolling Loud Miami; roaming street teams gave away cans of energy drinks plus other cool surprises only available at the festival!

IMPRINTent, IMPRINT Entertainment, YOUR CULTURE HUB, Bonnaroo, J.Cole, Stevie Nicks, Machine Gun Kelly, 21 Savage, Porter Robinson, Roddy Ricch, Flume, New Music Releases, Entertainment News, Billy Strings, Illenium, Festivals

Music Festival Branded Activations 2023

It's happening! Music festivals are officially BACK on the radar and in full swing with lots of brand excitement.

McDonald's will be bringing its annual activation back to South by Southwest in 2023 with a unique experience that cannot be missed.
Chevrolet will continue its car-customizing experiences plus a bigger chance to win a new car at Coachella Valley Music & Arts Festival this year.
Verizon plans to take 5G experiences at Lollapalooza to the next level, offering interactive games, AR demos and the chance to first try out their latest technology!
Bud Light is looking forward to partnering up with Austin City Limits again in 2023 - providing free beer tastings, exclusive panel discussions, and meet-and-greets with some headliners playing over the weekend.
Jack Daniel's will be returning to Country Thunder festivals all summer long in 2023, hosting artist meet-and-greets plus exclusive parties each night at each location it sponsors!
Beats by Dre will be setting up an even more expansive area at Bonnaroo Music & Arts Festival this year, featuring a 4,000 square foot tent with live music performances from up-and-coming artists every day!
AT&T has announced that it will create an interactive holographic show for festival goers to explore at Outside Lands in 2023 - complete with spectacular visuals and soundscapes.
Apple plans to run more digital music production workshops during Governors Ball NYC in 2023 for aspiring producers and experienced professionals alike!
Jeep aims to offer the most thrilling off-roading experience possible at Widespread Panic's Panic en La Playa festival in Cancun - letting guests drive through the tropical jungle of Yucatan Peninsula while experiencing breathtaking views.
Monster Energy is expected to return as an official sponsor of Rolling Loud Miami again in 2023; roaming street teams will give away cans of energy drinks plus other exciting surprises only available at that particular event!