FRUKT Sessions #004: Music Discovery - The Past

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FRUKT Sessions

10 images, 200 seconds. Dom Hodge of FRUKT looks at music discovery in the past.

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Music Discovery: The Past Dom Hodge FRUKT

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In the summer of 2011 Havas Sports & Entertainment led a comprehensive onsite and online study looking at fans' attitudes towards brands with respect to their involvement with music festivals across Europe. One of the largest of its kind, completed at six major festivals across six countries and involving 2,244 surveys, the study explored who music festival goers are, their leisure habits and media consumption, as well as their attitude towards and interaction with brands at festivals. The outcome of the study has given us some really interesting insights and statistics, notably that music fans believe that sponsors improve the festival experience. Festival goers appreciate brand involvement, and actively take part in their activations And so, sponsor brands that master the art of brand engagement to create activations that really involve music fans make the festival experience even better. We had to condense three months of research into these, so if you want to find out more about what matters most to festival goers and how brands bring festivals to life, please contact christopher.rapaport@havas-se.com

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Branded entertainment is not only "fun" brand content it's all the types of brand content that can satisfy the centers of interest of an audience on TV or on line : sports, music, films, ... It's not editorial content however it embodies the brand values and communicates on it's products. 1- Brands as fun destinations Firstly, we're all used to seeing brands sponsoring entertainment as a means to get their logo and messaging in front of consumer eyeballs now brands are becoming destination sites and platforms for entertainment, in and of themselves. 2- Branded fun for new brand fans Secondly, branded entertainment challenges brands to deliver a more enriching experience that consumers want yet communicate effectively what the brand values or the product benefits. Therefore it requires brands to create high quality branded contents, and not just sponsor an event, advertise within the programs, or create an ephemeral buzz. 3- Fun campaigns to promote fun contents Brands investing in branded entertainment don‘t simply advertise on line. They use the tools that are available to best promote their content : paid media, owned media, earned media. 4- The new brand to fans relationship Brands are able to develop an enduring direct-to-consumer relationship thanks to the quality content, however their potential fan base is much wider than their brand fans and they need to animate the extended fan community. 5- Live events for real time experiences Communication enters a new era of real time marketing and brands come to life when people access their content all together at the same time and share their experience. 6- Data to spot fun insights on consumers Trust me you are going to need it to do all the above ! Use this hashtag to participate in this document, join the conversation, or have a 5 mn laught at work #entertain_me

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