In the summer of 2011 Havas Sports & Entertainment led a comprehensive onsite and online study looking at fans' attitudes towards brands with respect to their involvement with music festivals across Europe.
One of the largest of its kind, completed at six major festivals across six countries and involving 2,244 surveys, the study explored who music festival goers are, their leisure habits and media consumption, as well as their attitude towards and interaction with brands at festivals.
The outcome of the study has given us some really interesting insights and statistics, notably that music fans believe that sponsors improve the festival experience. Festival goers appreciate brand involvement, and actively take part in their activations And so, sponsor brands that master the art of brand engagement to create activations that really involve music fans make the festival experience even better.
We had to condense three months of research into these, so if you want to find out more about what matters most to festival goers and how brands bring festivals to life, please contact firstname.lastname@example.org