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“It’s all about the experience.” The quote relates to the ultimate goal in the events industry but now it has become a buzzword in brand marketing. Slowly but surely brands are making events of their own in a move to gain consumers’ attention.

From a product launch to a networking evening, marketing teams are challenged by the expectation of the public beyond the traditional entertainment, food and drinks. No wonder the ever-increasing trend in co-branding, aka brand partnership: when two companies form an alliance to work together, creating marketing synergy.

The agreement between Starbucks and Spotify is a example of successful brand partnership. Both companies have taken the concept coffee-shop-with-music venue to another level. The agreement sees Starbucks employees get a premium Spotify subscription that they can use to curate music to playlists featured on Spotify and users earn My Starbucks Reward points through the music app. The move follows on from the announcement that Starbucks will no longer sell CDs, so the partnership with Spotify makes a perfect match.

Brand partnership is also considered to include sponsorships. Think Red Bull an Go Pro. These companies teamed up in 2012 for the event “Stratos” featuring Australian Skydiver Felix Baumgartner jumping from a helium balloon 24 miles above the earth. During the jump, Baumgartner broke three world records, shattered the sound barrier. He used a Go Pro camera to capture everything. The event was wildly popular and a successful project for both companies.

Event and brand partnership

How can a company help its event stand out? What brand will make the event more attractive to its target audience? In light of these questions and many others, brand experience has emerged as a compelling way to reach these goals.

The Festival and Outdoor Events Show, Festout (27-28 September, Sandown Park) will bring the topic to a panel discussion to be held at The Main Stage powered by The Fair, sponsored by The Ticket Factory.

The speaker line-up includes Nick Morgan, founder and CEO of The Fair, Magda Lojszczyk, head of film and music partnerships at EE, and May Kirby, events marketing manager at Sipsmith in London.

Register to attend and find out more about brand partnerships and its positive impact in the events industry.