Monthly Archives: August 2009

Bright Idea behind Cool Shades

caughtoureye4Earlier this month, Performance Research had the opportunity to attend a large music festival just outside Denver, Colorado. Drawing 50 musical acts and tens of thousands of their biggest fans, this event was geared up to be one of the biggest concert events of the summer.

While we set out to do our research, we could not help but notice all the activations that were present at the event. While we do have mixed results about some brands, one company really nailed their promotion on the head – based on fan demographic and atmosphere.

This company, with seemingly the most pull into their activation area, was First Bank of Colorado. First Bank had set up a small activation site underneath a white canopy tent. While unassuming to the passerby, word spread quickly of why you have to “find the First Bank tent!” First bank had their employees working at the event site, and upon your entrance they would offer you a pair of hip (even while branded w/ their logo) sunglasses. Before they knew it, people all over the festival were asking “Where did you get those sunglasses?”, followed by an answer that directed people to their site. Not only did First Bank provide a freebie that was fashionable and functional at the event which they were sponsoring, they generated high visibility and brand exposure for themselves. It would be nice to know how many people at the event had never heard of First Bank before and all the sudden found them self in search of the sponsors tent.

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Filed under Caught Our Eye

Dehydrated Sponsorship?

While thousands of fans are making sure to fill up on water and stay hydrated underneath sunny skies at this year’s largest outdoor music festivals, event sponsors may be missing a solid opportunity. At various points around festival grounds, water filling stations are provided, affording all fans to take a drink, or fill up their plastic bottles. These filling stations, more often than not, turn out to be one of the most crowded destinations at any event, jam packed both day and night.

Copy of DSCF0013It comes as no surprise that the water filling stations were a hot (or rather cool) spot this summer, as festival promoters make no shortage of mentioning this feature in the months prior to their event. For example, before the recent Mile High Music Festival in Denver, Colorado, multiple media outlets, as well as the events website had made mention of the free water stations.

So while the fans are doing their part by drinking lots of liquid in the hot sun, why were the sponsors not present to promote their brand? The blank white space on these signs marking the activation offered a perfect canvas to display a company logo or brand image. Hopefully in the near future we see some sponsors take advantage of this opportunity.

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