Summer Music Festivals 2014

UMMER MUSIC FESTIVALS 2014- Gone are the days of Woodstock when the American perception of music festivals was limited to a niche Jamband fan culture. With more than 800 music festivals in North America this year alone, the appeal of festivals has hit the mainstream hard, and brands have taken notice. WHO BROUGHT THE SHARING? Festival sharing was dominated by Electric Daisy Carnival, Coachella and Lollapalooza. 386,100 346,706 188,041 56,735 Shares 47,942 O 00O 48,459 30,551 13,739 3,347 7,838 Lollapalooza Made in America Outside Lands Sasquatch Music Festival Bonnaroo Newport Country Music Awards Coachella EDC Hard Summer Folk Festival FESTIVALS DRIVE SHARING Cross-device marketing is the key to reaching festival audiences, specifically on mobile and tablets, as sharing happens during the actual festivals. 48% |42% 10% LINE Facebook f 76% Age Breakdown Twitter 19% Millennials were the most active in sharing content about Summer Music Festivals. Pinterest 2% Tumblr 1% Age % of total % Lift in sharing from average Blogger 1% Reddit 1% 223% 149% 107% 88% 25% Gender Breakdown 22% 21% 21% Women dominate festival sharing as most of the content shared relates to Hollywood and fashion trends. 11% Male 38% Female 62% 18-25 26-35 36-45 46-55 55+ MUSIC MAP •..... ..... Home to two of the largest festivals this summer, California drove 27% of all festival sharing activity, 87% more than usual. Sharing activity in Nevada increased by nearly 200%, largely due to Las Vegas's EDC. Tennessee, home to Bonnaroo, saw a 67% lift in sharing activity. Lollapalooza drove Illinois online engagement up 72%. high sharing low sharing NV, +199% IL, CA, +87% TN +65% ELECTRIC DAISY CARNIVAL EDC Shared Content O 81% 11% 8% I Musicians Events Fashion EDC Shares by Day June 22 Festival Events Shared May 27 Los Vegas Lineup April 11 EDC London Announced Announced 9 17 25 3 11 19 27 12 20 28 6 14 22 30 April Мay June July August COACHELLA Coachella Shared Content 19% 5% V 76% Celebrity & Fashion Festival Vogue Style Tips Lineup 76% of Coachella sharing was about celebrity sightings. The most talked about celebrity attendees included Vanessa Hudgens, Kendall and Kylie Jenner, and Leonardo Dicaprio. Coachella Shares by Day April 11-13 Coachella Weekend 1 3.3x Lift April 18-20 Coachella Weekend 2 1.9x Lift Presale for Coachella 2015 begins 5 9 13 17 21 25 29 3 7 11 15 19 23 27 31 April May LOLLAPALOOZA Lollapalooza Shared Content *71% O 19% Celebrities Performances Lollapalooza Shares by Day Sharing activity increased by over 1000% from the first to the last day of the concert as festival goers got word that Malia Obama was in the crowd Pictures of Malia Obama continued to circulate days after the concert ended, spiking August 5th 20 22 24 26 28 30 3 9 11 13 15 17 July August BEERS POUR HEAVY Heineken Heineken, a sponsor for Coachella, saw a spike in its sharing activity during the first week of the music festival on April 11th. Heineken has leveraged its position among Music Festivals with their "Dance More, Drink Slow" campaign and partnership with DJ Armin Van Buuren. The exclusive Heineken House at Coachella offered HEINEKE free giveaways, drinks and special performances. QUALITY Miller Lite Miller Lite saw an increase in online activity the week after its sponsorship of Bonnaroo, where the brand hosted its New Music on Tap Lounge with fresh music and beer. +70% +174% Lift Lift POOL PARTIES BOOST BUZZ H&M H&M hosted its exclusive Coachella Pool Party on Saturday, April 12th to promote its Spring 2014 Conscious Collection +60% Brand Lift GUESS JEANS LACOSTE Guess took experiential marketing to a Online activity surrounding Lacoste increased whole new level, completely revamping the by over 1000% during their two day entrance of the Viceroy Palm Spring Hotel #LiveBeautifully Pool Party. Promoting the with its own branded furnishings. brand's 'Life is a Beautiful Sport Campaign', the soirée offered branded air-tennis and mini golf. +392% Brand Lift +1000% Brand Lift KANYE WEST TAKES THE THRONE Kanye West was the most talked about artist during Summer Music Festival season this year, due in large part to his May 24th wedding to Kim Kardashian. By May 27th, overall sharing had increased by 255%. Sharing spiked around Kanye once again on June 13th when he was booed off stage during his performance at Bonnaroo. Sharing activity increased by well over 1000% due to the buzz. BOO +255% +1000% Lift Lift ShareThis COPYRIGHT 2014 SHARETHIS INC. ALL RIGHTS RESERVED MOBILE DESKTOP SOCIAL CHANNELS TABLET DESKTO DESKTOP Heineken