A fresh perspective from HP in live festival experience
Music festivals are a great place to talk to consumers, but people are there to have fun, they don't want to feel like a brand has marked them out as a key demographic for a marketing message.
We have seen lots of brilliantly creative guerrilla marketing ideas at festivals over the years that engage revellers in brand messages, rather than bombard them.
Here is a nice example from HP. At the Planeta Terra music festival in Sao Paulo, HP released a giant inflatable ball that was buffeted around by the crowd. Inside the ball was a HD camera that fed pictures, captured on the ball's jouney around the crowd, onto a big screen. Images were also instantly sent to an area at the festival where you could print off the pics or share them online.
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.