Fans Say Brands Improve Festival Experience

A recent study has shown that brand activations at music festivals are not only welcome, but may actually improve festival goer experiences. HS&E global vice president Fredda Hurwitz has said that the recent research disproves the notion that activations at festivals were "dangerous" for brands. Social media plays a key role in brand engagement here - as Hurwitz states, "A memorable on-site experience combined with social network interaction could help brands build long-term relationships with music lovers."