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Fest sponsorship a favourite for young Europeans

Nearly a third of millennials in Britain, France and Germany say partnering with festivals is a key way for brands to reach people their age

By Jon Chapple on 19 Aug 2016

Frank Carter, Les Eurockéennes 2016, Christian Ballard, Honor/PSB European Millennials' Thoughts and Attitudes Toward Technology and the Future survey

Frank Carter performs at Eurockéennes 2016 in France


image © Christian Ballard

Partnering with or sponsoring a music festival is one of the best ways for brands to reach young Europeans, a new study suggests.

Some 34% of Germans, 33% of French and 31% of Britons aged 18 to 34 chose partnering with a festival as one of their five “favourite ways brands or companies can engage with people your age” in a recent survey of over 1,500 millennials in the UK, France and Germany by Chinese smartphone brand Honor, ahead of, among other things, partnering with sports events (29%) and video-gaming events (27%), the creation of sponsored social media content (26%) and news stories (20%) and taking out traditional ads on billboards and posters (24%).

Festivals are on a level pegging with sponsorship deals with film, TV, sports or social media stars (31%), but do, however, lag behind posts on brands’ own social media accounts (35%), television adverts (42%), new-buyer promotions (46%) and sponsored YouTube videos (39%).

Some 34% of Germans, 33% of French and 31% of Britons aged 18 to 34 chose partnering with a festival as one of their five “favourite ways brands or companies can engage with people your age”

The survey, commissioned by Honor and conducted by Penn Schoen Berland (PSB) in July and August, also investigated European millennials’ expectations of brands, attitudes towards technology and confidence in their own futures, finding “while the region is shadowed by some uncertainties and difficult issues, European millennials remain optimistic” and that “7 in 10 respondents agree they will have the opportunities to follow their dreams, and a sizeable majority think their own generation is the best equipped to help their countries tackle the biggest issues”.

The survey data can be viewed in full here.

 


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