With its strictly limited number of commercial partnerships, ban on stage-side logos and famous on-site brand restrictions, it is inevitable that a slew of brands are going to try and unofficially leverage the event through simple brand jacking.
After all, social media brand jacking is a fairly straightforward and very economical tactic to leverage the world’s leading music festival and to engage the 175,000 festivalgoers and millions watching on TV.
This year, this simple ambush approach saw varying levels of success.
Train company First Great Western, which this year even named an engine after festival founder Michael Eavis, highlighted its role as one of the most popular modes of transport to get to the festival (alight at Castle Cary) by partnering with young musician Soakasaurus to play folk in-carriage to a captive onboard audience.
We had @SOAKofficial on board today for #FGWSummerTracks surprising a few #Glasto2015 passengers! pic.twitter.com/q5EJPCdX3k
— First Great Western (@FGW) June 25, 2015
Glamour magazine was one of many fashion-focused brands to try engage via Glastonbury excitement with its social pitch for fashionable festival hair and beauty looks.
The 12 festival beauty trends to work at #Glasto2015 http://t.co/ztpcnhEY5h pic.twitter.com/ECwGsqfrgy
— Glamour Magazine UK (@GlamourMagUK) June 25, 2015
Utilities and brands who offer something genuinely useful to the temportary tent city dwellers often go down well at Worthy Farm and California-based tech outfit Firechat tried to bridge the ocean divide and tweeted about its smart solution to a perennial problem of finding your friends on the vast site.
As ever in the current era, Lego (in the case LegoLand Windsor) activated around a major event by recreating scenes from the property – in this case tweeting its lego-built replica of the iconic Glastonbury Pyramid Stage.
Minilanders have donned wellies & gathered around the Pyramid stage as @GlastoFest arrives at the Resort #Glastonbury pic.twitter.com/8zjdYtwJU9
— LEGOLAND Windsor (@LEGOLANDWindsor) June 22, 2015
Links
Great Western Twitter:
https://twitter.com/FGW
Glamour Twitter:
https://twitter.com/GlamourMagUK
Firechat Twitter:
https://twitter.com/Firechatapp
Lego Twitter:
https://twitter.com/LEGOLANDWindsor
Glastonbury Website:
http://www.glastonburyfestivals.co.uk/
Glastonbury Twitter:
https://twitter.com/glastofest
@GlastoFest
Glastonbury Youtube:
https://www.youtube.com/user/GlastonburyOfficial
Glastonbury Facebook:
https://www.facebook.com/glastonburyofficial?_rdr=p
Glastonbury Google+:
https://plus.google.com/+GlastonburyOfficial/posts
Glastonbury Instagram:
https://instagram.com/glastoofficial/
