From hosting a concert with product samples—or giant, plush Pop-Tarts—to setting up an activation on festival grounds, brands found plenty of ways to engage music fans this summer. Here’s a look at clever marketing ideas at events ranging from Lollapalooza to the opening of a new Sunglass Hut.
Pop-Tarts’ “Crazy Good Summer” Pop-Up Concert
The Kellogg’s brand hosted a pop-up concert on Northerly Island in Chicago July 19. With performances by Carly Rae Jepsen, Boys Like Girls, and teen sensation Austin Mahone, the event also allowed guests to pose on the red carpet with giant plush Pop-Tarts and sample treats from a Pop-Tarts bar.
Sunglass Hut Block Party
Founded in Miami, Sunglass Hut returned to its roots for the recent opening of its largest outpost to date, located on Lincoln Road. The “Sunglass Hut Summer Block Party Miami” launch continued into the evening on the seventh floor of the 11 11 Lincoln Road parking garage structure. Guest artist Amy Heidemann, who is one-half of the pop duo Karmin, performed on an elevated stage outfitted with vertical pink LED panels, a Sunglass Hut banner, and a mirrored DJ booth.
Philips at Bonnaroo
Philips sponsored a silent disco at Bonnaroo. The company provided 400 of its new CitiScape Collection headphones for guests to wear to listen to tunes being spun by two DJs.
Sony PlayStation at Lollapalooza
Behind the Red Bull Soundstage, PlayStation hosted a V.I.P. area that had plush seating, games, and a Magnolia photo booth. There were also open bars.
To see the other 21 marketing ideas, continue reading on BizBash.