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It’s probably no surprise to you that music festivals have been on the rise in recent years. One notable example was Miller Brewing Company’s branding of a smaller stage that they dubbed the “New Music on Tap” stage.
Another cool marketing strategy implemented by the Miller Brewing Company was the distribution of USB drive bracelets. With such large crowds accumulating in a festival with an attendance of over 90,000, crowds can start to look like a sea of indistinguishable people during some of the larger sets.
One of the strategies that the festival itself used to cultivate plenty of data about how to effectively organize and promote the festival in the future was through the key fob festival wristband that attendees used to get in and out of the festival every day. Have you been to Bonnaroo or one of the many other music and art festivals that have been growing in the past years?
Matt has been involved in marketing and event management for the better part of the last decade, planning concerts and comedy shows of national and local scale, tour managing various brands on national tours, coordinating VIP experiential marketing, and developing marketing plans for entertainment and technology companies.
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Ian joined the University as Dean of the Business School and Professor of Strategy in July 2012.
He is currently a member of the Executive of the Association of Business Schools and was previously on the Executive of the British Academy of Management. He is a graduate of The Australian National University (PhD, Research School of Pacific and Asian Studies, 1984) and the University of Wales, a Senior Fellow of the Advanced Institute of Management Research (AIM), an Academician of the Academy of Social Sciences (AcSS), and a Fellow of the Chartered Institute of Marketing (CIM).
Ian conducts research in management teams to investigate the discursive leadership skills of senior managers, with the aim of improving their understanding of, and influence through, language skills.
Stephen Roper is Professor of Enterprise at Warwick Business School and Director of the Enterprise Research Centre.
Dr David Milne graduated in Physics from Heriot Watt University in 1965 completing his PhD at Bristol University in X-ray Optics in 1968. David has kept a keen interest in education and the commercialisation of research creating a strong interaction between the Edinburgh University and the electronics industry for which he was awarded an OBE in 1984. He received honorary degrees of Doctor of Science from Edinburgh and Heriot Watt and Doctor of Engineering from Bristol. As Vice-President of the Royal Society of Edinburgh he led the Commercialisation Project with Scottish Enterprise which formed the basis for much of the subsequent government investment into technology transfer for company creation and growth in Scotland.
Since stepping down from Wolfson he has become Chairman of the Edinburgh International Science Festival, and Chairman of the James Clerk Maxwell Foundation. Nick has over 30 years of corporate business experience in UK and overseas and has pursued a portfolio career since 1995 straddling private and the public sectors. He served previously on the boards of Coats Viyella, Bank of Scotland (West) Board, Standard Life, Scottish Power, the Scottish Legal Aid Board and the Scottish Environment Protection Agency amongst others and also chaired Dynacast International, GAP Group, Stoddard International, the Institute of Directors (Scotland), Scotland the Brand, ScotlandIS, Scottish Networks International and the Glasgow School of Art amongst other companies and organisations.
Richard Harrison joined the Business School in 2013 as Chair in Entrepreneurship and Innovation. Richard's research interests straddle the areas of entrepreneurship, innovation, leadership and strategy. He is founding co-editor of "Venture Capital: An International Journal of Entrepreneurial Finance" (Routledge). Glen provides specialist advice on the legal, financial and employee engagement aspects of setting up and running employee-owned businesses. An economist, has been strategic planner in the textile industry and investment manager and advisor, all in businesses worldwide.
Main interest is in the different ways that CEOs internationally develop strategies for their firms, and develop their operations in other countries.
Previously Senior Lecturer in charge of strategy and Associate Research Director at Manchester Business School, following lectureships at Buckingham, Warwick and Bath universities.
Strategic investment decisions - integration of strategy and finance - drawing on over 300 company case studies in 21 countries - half in vehicle components, half in a more representative sample of good companies.

Main Focus: Britain, Germany, US and Japan and all four BRIC countries - Brazil, Russia, India and China. Alessa Witt is an independent, early-career researcher who holds a PhD from the University of Edinburgh. Paul has extensive experience working with leaders and high potential talent throughout Europe, Asia, the Middle East and Africa and across a range of sectors, both corporate and franchised, including automotive, travel and tourism, leisure and hospitality, recruitment and staffing, retail, contact centres, on-line retailing, property, telecoms and financial services. Donald Anderson started work as a Medical Scientist with the Scottish National Blood Transfusion Service. In 1999 he was elected Leader of The City of Edinburgh Council, a position he held until he stood down in the autumn of 2006 to stand for the Scottish Parliament.
During Donald’s involvement in economic development, Edinburgh became one of the strongest city economies in the UK. I was drawn to this event due to the opportunity to network and the chance for personal development.
Coachella, for example, has grown from having 25,000 attendees in 1999 to having 90,000 attendees last year, with Bonnaroo following suit, estimating that their 2014 attendance was above the 90,000 mark. This stage featured smaller, relatively unknown acts for people to watch and started earlier than most of the larger stages.
Some attendees try to counteract being indistinguishable by bringing flags on long poles to swing high above the crowd so that they can be spotted from all around. Every type of attendee including general admission, VIP, guest list, press, artist, and more, had a different color wristband that had to be worn throughout the festival.
Comment and let us know what interesting types of marketing you’ve seen at these festivals and how businesses can utilize these techniques in the future!
When he's not writing blogs and event managing at Endless, you'll find Matt playing hockey, attending concerts, going on weekend trips, drinking IPAs, working on graphic design projects, and having a good time with his friends. It works round-the-clock, and for not just days or weeks, but for months and months, very own Money From Your Website making you tons of CASH! He was previously Director of Newcastle University Business School (2008-12) and Chair in Strategic Management at Lancaster University Management School (2001-08).
He has undertaken major research and consultancy projects with a number of multinational companies and collaborates with linguist Professor Ruth Wodak and Dr Winston Kwon at the University of Lancaster. In 1970 he joined the Wolfson Microelectronics Institute at Edinburgh University and became director in 1973.
He holds an honorary Professorship at the University of Edinburgh and was a member of the University Court from 1998 to 2007. He was a recipient of the IEEE Millennium medal in 2000 and the RSE Royal medal in 2012 for his contribution to electronics and industry in Scotland. He is currently chairman of Social Investment Scotland, four private companies, two pension funds, an honorary professor at the University of Glasgow and a business angel and mentor.
He has lectured in UK, Europe and Latin America on business and corporate governance, has been a visiting professor at Strathclyde University and is fluent in five languages. He was previously Director of the Management School at Queen's University Belfast (2006-2012), where he was academic lead on the development of new Management and Postgraduate and Executive Education Centre facilities and initial Director of the Leadership Institute at Queen's (2012-13), the University's executive education delivery channel.
He has been involved in eleven employee ownership transitions thus far with another nine projects in the pipeline. Advises managers and Chief Executives in Scotland, the Netherlands, France, Germany, Sweden, China, Italy and Finland on their international strategic development.
Particular focus is on who they involve in this development: their relationships with others. She has lived and has gained extensive academic and business experience in both Germany and Great Britain. He brings a level of creativity and innovation that is inspiring, energising and valued – and at the same time ensuring the delivery of real personal and business results. He was also a member of the Boards of the Edinburgh Festival Fringe and the International Festival. Most notably he led Edinburgh’s response to the hosting of the G8 Summit in Scotland and the call by Bob Geldof for a million people to march to Edinburgh. With the growth of popularity in music festivals, marketers have taken to developing new and unique methods of getting their message across to festival attendees. The stage utilized some basic smaller stage production, such as pipe and base with pars, but the area in front of the stage where the audience viewed the stage was decked out for the viewers’ experience and was branded by Miller. The latch where the bracelet opened up was the embedded end of a USB drive that contained songs from the acts performing on the stage.

Various show promoters used this to their advantage and printed handheld fans with upcoming shows and smaller festival’s lineups on them.
I have seen flags and signs used at past festivals with designs of different states, countries, or custom festival flags, but this year I saw a few being utilized to promote hashtags on social media. Each wristband had a key fob on it to be scanned when entering and exiting each area of the festival. He has also held positions at Durham, Glasgow and Manchester, and was an internal strategy consultant at Tesco PLC (1985-92). Stephen joined Warwick in 2008 having previously been Professor of Business Innovation at Aston Business School. He spun out the Institute in 1985 forming Wolfson Microelectronics Ltd an independent company of which he was CEO until retiring in 2007. Prior to that he held the Dixons Chair in Entrepreneurship and Innovation at University of Edinburgh, and has held senior academic positions at Aberdeen, Ulster and Queen's. Before working with CDS, Glen held senior positions within sales, operations and general management. He has spent over 30 years researching strategic approaches to globalisation, comparing 21 countries worldwide through extensive field research, in over 300 companies including particularly the automotive sector.
From 1990 he was Convenor of Economic Development, a position he held until the Scottish Local Government Reorganisation in 1995, when he was elected to the City of Edinburgh Council.
The Council’s response was recognised by the Chartered Institute of Public Relations, with the award of their Grand Prix award in 2006. It had a large area that used truss with Miller branded truss socks and flew drape above the crowd to keep everyone cool and temporarily out of the sun. When attendees enjoyed the acts they saw at this stage, these bracelets allowed them to get the artists’ music for free, but also allowed for Miller to put branded bracelets on plenty of Bonnaroo attendees.
In the festival grounds they passed out the fans for free to overheated festivalgoers who were more than happy to use the fan throughout the rest of the day to keep themselves cool and promote an upcoming show, whether they wanted to or not. With an eye-catching flag and an interesting hashtag, marketers could develop newer, subtler marketing strategies.
The type of wristband you had dictated the level of clearance you had and allowed you to enter different areas of the festival.
Stephen’s research interests include small business development and policy, mid-market firms, innovation policy and evaluation and regional development.
Laura started her Purchasing career as a Graduate at Polaroid after gaining a degree in Technology and Business Studies from Strathclyde University.
Prior to this he worked in industry for over 10 years with British Aerospace and then GKN, Britain's two largest engineering companies. Although these successful businesses are primarily found as part of the German Mittelstand, Alessa was one of the first to formally identify equivalents in Britain. Donald was given responsibility for Economic Development in the new Council and in 1998 he left the Health Service to become a full time politician.
Many people were brought in purely for this reason, but then they stayed to grab beer and watch a smaller act. The key fobs on VIP wristbands let you get into VIP areas, the artists wristbands allowed you to go into the artist hospitality areas, etc.
Current projects focus on innovation and exporting, innovation and survival and institutional supports for open innovation. They also had lawn chairs, tables, and large pillows on risers below the canopy to keep everyone at the stage comfortable, happy, and in a relaxed state, which the attendees would begin to associate with the brand. I saw this sign all over the festival and it had hundreds of Instagram posts utilizing the hashtag. These type of wristbands will give Bonnaroo planners ample and invaluable information for upcoming years regarding high traffic areas, flow of the crowds, most utilized rest areas, and more, allowing Bonnaroo to improve for future years. Although this was not really used in a promotional way, a similar concept could be used to develop an interesting marketing campaign.
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