New kid on the Christian music event block, Festival One, is working with Onehunga-based interactive event fencing company Adfence to roll out a range of interactive marketing opportunities to connect consumer brands to the thousands of teenagers, young adults and families expected to attend the four-day festival.
It will be held at Mystery Creek over Auckland Anniversary Weekend.
“Festival One is focussed on building a wider community, with initiatives that include a range of awards for the best campsites, a free Argentinian BBQ on the Saturday night as well as a lineup of great performances,” says organiser Graham Burt.
“Brands will want to take advantage of the warm weather and deep engagement of festival goers,” he says. “We are building on last year’s launch and are developing a range of interactive spaces that will work in conjunction with both traditional and social media campaigns.
Rethinking the traditional approach towards event “villages”, Festival One aims to turn event fencing into an interactive marketing opportunity for key consumer brands that promotes both at-event and online interaction with consumers over the four days in both conventional and social channels. “Most stay on-site for the full duration of the event reaching out to their friends online via Snapchat, Instagram and Facebook throughout their stay,” Burt says.
“International research shows that 81% of 16-24 year olds are madly Facebooking, Instagramming and Tweeting, visiting the social media sites an average of 14 times a day. Alongside this, 41% of teenagers use Snapchat and 52% use Instagram – both of which continue to grow rapidly. The average Facebook user has 338 friends, with 27% of 18-29 year olds having more than 500 friends in their network.
“As a fully immersive event, festival goers often share content from the weekend, broadcasting their experiences to a massive at home audience as well”.
Hamilton based PAN Media are behind the development of spatial marketing opportunities that include engaging brand zones starting at $8000 for 100 meters of signage displayed for all four days although the sky’s the limit in terms of how brand advertisers use the concept.
PAN director Graeme Blake said: “The combination of this unique audience dynamic, festival down time and four days of family friendly entertainment provides the right brands with a very unique opportunity to reach a really well defined audience at the festival and online”
Media packs from Sam Marelich – 021 1400 517 or samm@pan.co.nz.
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