From festivals, to sporting events, brands everywhere are making attempts to relate their products to summer time events. With the World Cup and Wimbledon underway, as well as the recent Glastonbury festival, it’s made us start to question the ways in which event specific campaigns can work to raise brand awareness, and in turn, generate sales.

The World Cup saw UK retailers and brands spending large amounts on advertising, limited edition products and sponsorship, which is likely to be a mistake. With the early exit of England, you only have to walk down the high street to see anything World Cup related in the bargain bin or with a sale sticker plastered across it as the air of excitement and national pride has faded away. Similarly, brands have ensured any World Cup related content online has been dropped, with the likes of Coca-Cola and Gillette UK swiftly removing support from their websites as they shiftback to business as usual.

Nevertheless, despite disappointingly short-lived World Cup campaigns, many brands are still finding success as they capitalise on other summer events.

With festival season upon us it’s become apparent that consumers donning their wellies and setting up their tents have progressively begun to change. A few years ago it was almost unthinkable to take your smartphone with you as you set off to spend a weekend in a mud-filled field. However, as a nation obsessed with technology the thought of spending even an hour without checking social media is a daunting prospect.

As a result, festivals have become the perfect opportunity for certain brands to target their consumers. Take EE – as the sponsor of Glastonbury 2014 they took their offering to the fields of Somerset for the second year running. Typically, festivals are the perfect place to find thousands of digital natives, EE kept this in mind with the launch of their bespoke app. A free download, the app offers everything you could possibly want to know whilst at Glastonbury, from maps to live streaming of bands you’d missed, you could even use the app to buy drinks at the bar using contactless payment.

They didn’t stop there, as the official technology sponsor they provided phone-charging tents for all festivalgoers, and even placed EE-branded fibre optic cows around the festival to provide 4G Wifi hotspots – a simple way to gain brand recognition.

Another brand that’s got their sponsorship right is Lanson, they’ve found the perfect position to reach their target consumers – as the exclusive champagne supplier of Wimbledon 2014. It seems that nothing tastes better whilst watching a game of tennis than a glass of champagne, and Lanson are expecting to sell over 20,000 bottles during the championship. Not only are they residents at Wimbledon, they’ve also launched a range of limited edition bottles at retailers, ensuring their position as exclusive Wimbledon supplier leads to as much brand awareness as possible. Selling their champagne in tennis ball-esque wine coolers whilst promoting the hashtag #theperfectserve across their social media channels is contributing to a successful marketing campaign.

Event specific campaigns need thought behind them – brands need to find a platform of relevance to sell in their offering to their target consumer, just as EE did at Glastonbury and Lanson at Wimbledon. If a brand goes hand in hand with an event it poses the perfect opportunity to raise interaction with the right shoppers at the right times.

Sarah Pyatt – Account Executive