With Summer now here, brands need to be clear on how they can get more out of event sponsorships.
Typically, brands stick to reaching consumers on the ground. At Glastonbury 2013, mobile network EE targeted throbs of sweaty music-lovers by offering them a free 3G connection, courtesy of their own Wi-Fi tractor.
Also at Glastonbury 2013, another brand, Southern Comfort, created Juke Joint, an on-site music venue that mimicked the ambience of a New Orleans bar.
Both EE and Southern Comfort went above and beyond handing out free samples. Though their tactics landed them a fair amount of coverage, they were still only interacting with festival goers on the ground.