Access All AreasIn a move to drive further brand engagement with its events, Superstruct Entertainment has created a conference series to advise brands on how best to maximise the potential of live entertainment partnerships.
The world’s second largest festival operator, which runs more than 80 events in 10 countries, Superstruct said its new The Front Row series has been designed to provide brands and agencies with insight and inspiration around the creation of successful live entertainment activations.
The first event in the series was staged on 15 October in London and involved speakers including Superstruct CEO Alex Mahon and Mighty Hoopla co-founder Glyn Fussell. It also involved a keynote from Luisa Fortuna, Superstruct’s global research and strategy lead.
Examples of impactful brand activations at festivals were discussed, including DHL’s presence at Lost Village that involved a themed depot and stage, and UNO at Boardmasters that saw the creation of ‘an interactive beach-house experience’.
“Live experiences offer something fundamentally different: the opportunity to be present, discover something unexpected and connect with other people in real life. That’s what makes festivals so powerful,” said Mahon.
“For brands, the opportunity isn’t simply to be seen. It’s to understand what makes each festival and its audience distinctive, and to contribute something that makes the experience more valuable for fans. Through The Front Row, we want to help brands and live entertainment leaders understand how to create partnerships that deliver genuine value for audiences and businesses alike.”