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A new study, released today by Havas Sports & Entertainment, shows music fans feel brands can enhance the festival season.  The research found that 65% of music-festival goers believe ‘brands improve the festival experience’, with 60% interacting with two or more brands at festivals and 85% ‘liking the brand activations they visited’.

Sponsor awareness amongst festival visitors is high, according to the study, with fans recalling 6 out of every 10 brands on site.  Furthermore, brand consideration amongst festival goers is significant with 36% claiming that they would be ‘more likely to buy a sponsor’s product’ after experiencing their activation at the festival.

Fredda Hurwitz, Global VP Strategic Planning, Marketing & Communications, Havas Sports & Entertainment, commented:

“Our research does much to dispel the view that music festivals are a dangerous arena for brand sponsors and suggests brands are a welcome part of the festival experience if they develop activations that add value. 

This research, combined with our own experience building campaigns for a variety of brands in music including Orange and Coca-Cola, leads us to recommend that the best strategy for brands looking to sponsor a festival is to create exciting, unexpected experiences for fans that have a ‘wow’ factor. Festival goers are passionate about music but they go to festivals first and foremost to live an incredible moment with friends – so signage or sampling alone will not get their attention.

It’s also an important time for sponsors of music festivals to integrate social media into their activations.  We found music festival goers spend an average 220% more time online than the average global consumer which indicates a memorable on-site experience combined with social network interaction could help brands build long-term relationships with music lovers.”

The research was conducted by Havas Sports & Entertainment in the summer of 2011 to better understand music festival goers and their attitudes towards sponsors of music events.  Fieldwork took place at six festivals across six European countries and involved 2,244 respondents.

Fredda Hurwitz will present the research in detail at the Havas Café during the International Festival of Creativity at Cannes on June 19th.  For more information about the Havas Café: http://havascafe.typepad.com/



The Havas Sports & Entertainment Summer 2011 European Music Festival study was carried out over three months during the summer of 2011 (from June to August) at six ‘rock’ festivals in six major European markets (France, Spain, Germany, the UK, Italy and Poland). Data was collected onsite in and around the festival grounds over the duration of the festival. The festivals include Heineken Jammin Festival (Italy), Hurricane Festival (Germany), Main Square Festival (France), Bilbao BBK (Spain), Woodstock Festival (Poland), and V Festival (UK). It is based on a quantitative study of 2,244 respondents from 30 different nationalities and 500 cities around the globe. For the purpose of the study, the data is compared to a control group composed of a compilation of online market data compiled across the six markets participating in the study.

About Havas Sports & Entertainment

Havas Sports & Entertainment is the global brand engagement network of HAVAS.

Part of HAVAS Media, our 36 offices in 20 markets, which include the Havas Sports & Entertainment, Cake Group and ignition agencies, deliver strategically sound creative solutions based on insight, experience and a deep understanding of what binds people together into communities: shared passions.

Our mission is to create meaningful relationships between brands and people through their passions using creativity, media and technology.  Whether it be sponsorship, content creation, partnerships, celebrity endorsement, social networks, live brand experiences, bespoke or off the shelf, we recommend pioneering engagement solutions to ensure an ongoing conversation with brands’ current and future fans. 

Havas Sports & Entertainment’s international clients include:  adidas, American Express, Atos, BBVA, British Airways, BP, The Coca-Cola Company, Danone, Delta Air Lines, EDF, ESPN, IKEA, Hyundai, Kia, Lloyds Banking Group, LVMH, Mars, Nintendo, Orange, Procter & Gamble, PSA Peugeot Citroën, Reckitt Benckiser, Santander, Sony, the United Nations Foundation , Victoria’s Secret, and Yahoo!. Further information can be found at www.havas-se.com or follow us on Twitter at @HSE_SE


To obtain a copy of our top line findings and for any inquiries related to the study, please contact Christopher Rapaport, Network Business Development & Global Research Manager via email: christopher.rapaport@havas-se.com or by phone: +33(0)1 58 47 84 28

For any press related inquiries:

Julia Furman – Network Communications Manager
T: +33 (0)1 58 47 82 72