Category
Marketing
Fan Immersion
Trend cluster
Category
Co-Branded
Festival
Moving beyond musical entertainment, festivals integrate pop-up stations.
4.0
Trend score
Trend
What is the Co-Branded Festival trend?
Co-Branded Festival: Seeking to heighten festival engagement, brands are turning to unexpected pop-up stations for exposure. Providing beauty stations and fashion lounges, festivals are turning to unique brand collaborations to not only heighten engagement, but also to add a new dimension to concerts and outdoor events.
Trend themes
Themes within the Co-Branded Festival trend
Three behaviours holding the trend together01
Branded Experiential Stations
Brands are creating unique pop-up stations to heighten engagement and add a new dimension to festivals and outdoor events.
02
Health & Wellness-focused Festival Experiences
Festivalgoers are seeking indulgent activities that promote well-being and sun protection.
03
Interactive Brand Exhibitions
Brand exhibitions explore the science behind products at immersive experiences that position the brand in new ways.
Industry implications
What the Co-Branded Festival trend means for industry
Where the trend changes the playbookFor
Beauty
The beauty industry can create unique lounge stations offering makeovers and product education opportunities.
For
Food & Beverage
Festival food and beverage providers can create unique pop-up shops or lounge stations that offer healthy food options or a new way to engage with their products.
For
Sports & Fitness
Sports and fitness brands can develop immersive brand experiences that explore the science behind sports beverages or designing interactive events where consumers can learn and interact with the brand.
Trend signals
Trend signals for Co-Branded Festival
Trend score 4.0 out of 10, from popularity 48%, activity 64%, freshness 8%.
Popularity48%
Activity64%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Co-Branded Festival trend
8 featured examples from Mar 13, 2015 to Apr 9, 2016CategoryFashion
Bohemian Styling Stations
Coachella's Beauty Bar Provides a Place to Get Photo-Ready for Free
The beauty industry can benefit from the demand for products and services related to music festival hairstyles and bohemian styling.
CategoryMarketing
Slow-Mo Brewery Photobooths
Asahi Beer Held an Immersive Event at This Shoreditch Brewery
Use of immersive experiences and branded statues to create memorable events and enhance customer engagement.
CategoryLifestyle
Festival Yogurt Shops
Snog's Yog-Yurt Pop-Up Offers Refreshing Treats to Concert Goers
The trend of opening temporary yogurt shops at music festivals falls under the pop-up retail industry, where businesses can take advantage of limited-time opportunities to attract…
CategoryMarketing
Light Tea Collection Launches
The Starbucks Tea Range Was on Display at the London Coffee Festival
The food and beverage industry can create interactive events to educate consumers about their products and create stronger brand connections.
CategoryMarketing
Rejuvenating Festival Cabanas
Hawaiian Tropic's Outdoor Cabana Offers Refreshment at Coachella
The festival and event planning industry can benefit from incorporating personalized outdoor experiences and innovative ways to balance entertainment and sun protection.
CategoryMarketing
Mindful Beauty Bars
Aveda Treated Wanderlust Festival Attendees to Pampering at 'The Beauty Bar'
Innovating beauty and wellness products and services that cater to the mindful living trend.
CategoryLifestyle
Sports Drink Festival Experiences
The Gatorade Lab at SXSW 2016 Embraces Its Scientific Roots
Developing products that emphasize scientific research and analysis could help sports beverage companies stand out in a crowded market.
CategoryFashion
Interactive Fashion Lounges
The Cosmopolitan Style Lab is Presented by Intel and COVERGIRL
Opportunities for brands and retailers to create interactive spaces to educate fashion fans
