Music festivals like Coachella, Glastonbury, Lollapalooza, and Tomorrowland aren’t just about the music—they’re cultural moments that bring together thousands of engaged, high-energy attendees. For brands looking to make an impact, especially on the younger generations, out-of-home advertising around these events presents a golden opportunity to connect with consumers in an organic and immersive way.
Who Benefits Most from Festival OOH Advertising?
OOH advertising at festivals is especially effective for brands that align with the lifestyle and interests of festivalgoers. The most successful advertisers at these events typically fall into categories such as fashion and apparel, alcohol and even non-alcoholic alternative drinks, beauty brands, technology brands, automotive brands, and even music artists themselves. Often, making it on to these lineups is a milestone moment for music artists and using OOH to amplify that achievement helps build excitement for existing fans and create awareness for potential new fans. Artists can also promote their latest album releases, upcoming tours, or merchandise.
Key OOH Advertising Tactics at Festivals
There are several effective strategies brands can use to maximize their OOH presence at music festivals and surrounding areas:
1. Billboards
Strategically placed billboards around festival grounds, highways leading to the event, and nearby cities where people may be staying can generate awareness before festivalgoers even arrive. Digital screens allow for dynamic messaging and real-time updates, making them perfect for event-specific promotions.
2. Experiential Marketing & Brand Activations
This is where brands can truly shine. Pop-up lounges, exclusive parties, and interactive installations create memorable experiences that drive social media engagement. For example, an alcohol brand's branded beer garden or beauty company's touch-up station offer tangible value while promoting the brand.
3. Branded Merchandise & Giveaways
From customized water bottles to festival-themed fashion accessories, giveaways help keep a brand top of mind while providing a functional benefit to attendees. Sunglasses, hats, and tote bags with a brand’s logo can travel far beyond the festival grounds.
4. Guerrilla Advertising
Brands can execute various guerrilla tactics such as projections, sidewalk decals or chalk, or even stickering to cut through the noise of traditional advertising and deliver an eye-catching experience. Projecting visuals onto buildings or festival infrastructure can create a striking, unexpected advertising moment. QR codes on posters or sidewalks can drive attendees to exclusive content, discounts, or augmented reality experiences.
5. Transportation Takeovers
From wrapped shuttle buses or pedicabs to branded rideshare promotions, advertising on the modes of transportation used by festivalgoers ensures high visibility in a captive environment.
OOH advertising at festivals like Coachella and Glastonbury is a powerful way for brands to engage with a passionate and highly social audience. By leveraging a mix of digital and physical tactics—including experiential marketing—brands can create lasting impressions that extend well beyond the festival weekend. The key is to be authentic, immersive, and valuable to the attendees’ experience. With the right strategy, brands can transform a festival presence into a long-term brand affinity.
