Maximising Brand Impact Through OOH & Experiential Marketing at Festivals in the UK this Summer

Out-of-home (OOH) and experiential marketing have long been powerful tools for brands seeking to create immersive, high-impact consumer engagements. When aligned with international festivals, these strategies can deliver unmatched visibility and cultural relevance.

The UK offers world-renowned events that attract diverse, engaged audiences—perfect environments for bold, creative campaigns that go beyond traditional advertising. Here’s a look at this summer’s festival lineup, along with ideas for how brands can maximise their presence and impact.  

Big Sound, Bigger Opportunities  

The UK hosts some of the most iconic music festivals in the world, each providing a unique canvas for OOH and experiential campaigns.  

• Glastonbury Festival (Somerset)  
  Dates: June 25–29, 2025  
  With over 200,000 attendees and more than 80 stages spread across 900 acres, Glastonbury is far more than a music festival—it's a cultural phenomenon. Brands that align with its core values of sustainability, creativity, and community can make a lasting impact through eco-friendly pop-ups, immersive installations, and thoughtfully designed chill-out spaces.  

• TRNSMT Festival (Glasgow)  
  Dates: July 11–13, 2025  
  Set in Glasgow Green, TRNSMT draws a young crowd with a mix of rock, indie, and pop. Its city-center vibe is ideal for bold OOH campaigns and interactive experiences like AR photo ops, branded lounges, or eco-friendly product sampling.  

• Wireless Festival (London)  
  Dates: July 11–13, 2025  
  Wireless is the UK’s top hip-hop and R&B festival, attracting a fashion-forward Gen Z audience. Brands succeed here with exclusive merch drops, influencer-led activations, and immersive, social-ready experiences.  

Best Practices & Planning Tips  

To maximise your impact:  

1. Plan Early: Major festivals often book partnerships months in advance. Align with the event's audience and secure key real estate early.  

2. Align with the Culture: Your activation should feel like part of the experience, not an interruption. Reflect the festival's values and tone.  

3. Aesthetic = Amplification: "Eye-catching builds, immersive installations, and clever photo moments should be intentionally designed with user-generated content in mind. If attendees are reaching for their phones to capture it, you’ve done it right." Tip from Wilkins Experiential Expert, Amanda DeFelice, Director, Experiential 

4. Use Technology: Enhance engagement with AR, QR codes, real-time social integrations, and branded hashtags to extend your reach beyond the grounds.  

5. Leverage Influencers: Partner with local or niche influencers who resonate with the festival’s audience to increase authenticity and exposure.  

6.  Sustainability Matters: Today’s consumers care about environmental impact. Recyclable materials, low-waste designs, and community give-backs can leave a lasting positive impression.  

Festivals offer a unique blend of scale, emotion, and cultural clout. By pairing OOH visibility with experiential engagement, brands can create memorable interactions that resonate long after the last encore.