After a great summer with sun rays lighting up our days a successful festival season draws to an end in The Netherlands.
At least that is what you would think, but there seems to be a rise in festivals continuing the party with Winter Editions, with heating from underneath the stages and free shots of brandy keeping the body and mind warm, making it a perfect opportunity for brands to get in touch with their partying consumers.
The past years at Lowlands brands have done just that. Miele, for example, successfully presented a giant washing machine where festival audience could participate in a foam party while their clothes where being washed and ironed. Sounds fun right?
However there seems to be a growing fear that festivals are creating a commercial over-kill for their partying visitors.
Yes, over the years festivals have had to become more commercial due to higher line-up costs.
But what you don't want is your hashtag being taken over by a substitute 'protest version' like what happened to Coachella. As a result of a commercial take over by a billionaire investor with conflicting views and values towards what Coachella and its visitors stand for, the internet decided to change #coachella into #nochella, creating an opportunity for fans to express their protest statement.
Hopefully Winter Editions will find the right commercial balance by shaking hands with brands that offer service, fun and a bit of mystery in a relevant way.
(Photo by Andre Benz on Unsplash)
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