Red Bull: Summer 2017 Festival Roundup
Jul. 19, 2017
It’s summertime in Chicago, which means festival season. According to Billboard, 32 million people go to at least one U.S. music festival each year, with nearly half of that population being millennials. Millennials value personalized, sharable experiences, so it’s no surprise that festivals are such a hit with this demographic.
Chicago is lucky to be home to some of the world’s most well-known festivals – such as Lollapalooza, which last year garnered a record-breaking crowd of 400,000 people. But Lollapalooza isn’t Chicago’s only festival—the city boasts more than 400 neighborhood festivals alone each summer.
Smart brands recognize the opportunity to gain valuable brand exposure at these festivals, especially with the millennial consumer. Nearly half of millennials spend three or more hours on social media per day, and they love to share what they are imbibing in, especially at music festivals. But how does this translate into benefitting the beverage industry?
According to a study by Deloitte, nearly one in three U.S. consumers is influenced by social media in their purchases, and that statistic increases to 47% when looking at millennials. Social media is particularly influential in the beverage world, where one-fourth of legal-drinking age Americans say that seeing pictures of what others are drinking on social media influences what they choose to drink. Again, the statistic rises to 45% for consumers 21-34 years old. What’s more, 42% of millennial consumers take to social media to post their own photos of what they’re drinking. This is where suppliers are focusing their attention by sponsoring music festivals across the globe. One supplier leading the charge is Red Bull, which is one of most active music festival sponsors in the country.
Here’s a roundup of some of the top festivals Red Bull is participating in this summer.
Spring Awakening, June 9-11
Spring Awakening is an electronic music festival that featured headliners like Armin Van Buuren, Diplo and Benny Benassi. The festival takes place in Adams/Medill Park and offers lively music to festival goers for three days. In addition to Red Bull activations, Red Bull also offered a signature Red Bull drink with a branded festival cup.
Pride Fest, June 17-18
Red Bull has a huge involvement with Pride Fest in Chicago, as they are a partner with the North Halsted Business Alliance. During this year’s Pride, Red Bull painted parts of Boystown with colorful street art as well as provided a curated stage with live DJs. Red Bull was offered at each food and beverage station on the street during the festival, plus additional in-account features.
Mamby on the Beach, June 24-25
Mamby on the Beach is a three-day music festival offering an eclectic mix of music to festival goers. Set on the beach, attendees frolic in the sand and enjoy creative art installations in addition to the music. Red Bull has several activations at Mamby, plus a signature drink with a branded festival cup.
Ruido Fest, July 7-9
Ruido Fest is a multiday Latin Alternative Music Festival that takes place in Adams/Medill Park. Red Bull was offered at all concession stands during the festival.
Pitchfork Music Festival, July 14-16
Pitchfork Music Festival is organized and put on by Pitchfork Media at Union Park each year. The three-day festival boasts a diverse lineup, with this year’s headliners including LCD Soundsystem and A Tribe Called Quest. Red Bull was offered at all concession stands during the festival.
Lollapalooza, August 3-6
Lollapalooza is Chicago’s biggest music festival, drawing in a crowd of 400,000 fans. Red Bull has several activations throughout Grant Park, where the four-day festival is held. In addition to signature drinks, Red Bull also has a VIP backstage area.
North Coast Music Festival, Sept. 1-3
North Coast is a music and arts festival that features folk, rock, hop-hop and various DJs in addition to several art installations. The festival takes place during Labor Day weekend in Union Park. As a sponsor, Red Bull is featured at all concession stands throughout the festival.
Street Festivals, Ongoing
In addition to all of the larger-scale music festivals, Red Bull is a partner with a plethora of street festivals throughout the summer. From in-account features to stands on the street, there are tons of opportunities all summer long for Red Bull brand exposure.
Take advantage of Red Bull’s festival presence and stock up on the energy drink today. Talk to your Breakthru Sales Consultant about our Red Bull portfolio.