The use of brand activation at music festivals

Brand activation at music festivals

This research is a part of my undergraduate dissertation. I am investigating the use of brand activation at music festivals and the festival experience.

This is a survey for participants between the ages of 18-34 who have attended a music festival in the last 2 years. Your participation should take approximately 5-7 minutes.All responses will remain anonymous and confidential.Your participation is entirely on a voluntary basis and once completed you have agreed for your answers to be used in the research findings.

Thank you so much for taking part! If you have any questions regarding the questionnaire, please contact me maisie1994@live.co.uk or contact my supervisor lmarques@bournemouth.ac.uk.

What do I mean by brand activation? A marketing process of bringing a brand to life during music festivals. For example-Coca-Cola encouraged festival-goers to ‘choose happiness’ by posing for a selfie in order to receive a free can of the beverage, which they could enjoy in one of the branded red and white hammocks nearby.

1. Have you attended a music festival in the last 2 years? If no, then thank you for your participation the questionnaire will end here.

2. How old are you?

3. Please tick the box that applies to you.

4. How many music festivals have you been to in the last 2 years?

5. Please tick, which you think are the most important elements of the music festival experience. 1 being the least important and 10 being the most important.

Space Cell	1	2	3	4	5	6	7	8	9	10
Socialisation with family, friends or other attendees	Socialisation with family, friends or other attendees: 1	Socialisation with family, friends or other attendees: 2	Socialisation with family, friends or other attendees: 3	Socialisation with family, friends or other attendees: 4	Socialisation with family, friends or other attendees: 5	Socialisation with family, friends or other attendees: 6	Socialisation with family, friends or other attendees: 7	Socialisation with family, friends or other attendees: 8	Socialisation with family, friends or other attendees: 9	Socialisation with family, friends or other attendees: 10
The music festival atmosphere	The music festival atmosphere: 1	The music festival atmosphere: 2	The music festival atmosphere: 3	The music festival atmosphere: 4	The music festival atmosphere: 5	The music festival atmosphere: 6	The music festival atmosphere: 7	The music festival atmosphere: 8	The music festival atmosphere: 9	The music festival atmosphere: 10
Separation from everyday life	Separation from everyday life: 1	Separation from everyday life: 2	Separation from everyday life: 3	Separation from everyday life: 4	Separation from everyday life: 5	Separation from everyday life: 6	Separation from everyday life: 7	Separation from everyday life: 8	Separation from everyday life: 9	Separation from everyday life: 10
The music itself	The music itself: 1	The music itself: 2	The music itself: 3	The music itself: 4	The music itself: 5	The music itself: 6	The music itself: 7	The music itself: 8	The music itself: 9	The music itself: 10
The design of the festival. e.g. theme	The design of the festival. e.g. theme: 1	The design of the festival. e.g. theme: 2	The design of the festival. e.g. theme: 3	The design of the festival. e.g. theme: 4	The design of the festival. e.g. theme: 5	The design of the festival. e.g. theme: 6	The design of the festival. e.g. theme: 7	The design of the festival. e.g. theme: 8	The design of the festival. e.g. theme: 9	The design of the festival. e.g. theme: 10
Personal benefits e.g. relaxation and enjoyment	Personal benefits e.g. relaxation and enjoyment: 1	Personal benefits e.g. relaxation and enjoyment: 2	Personal benefits e.g. relaxation and enjoyment: 3	Personal benefits e.g. relaxation and enjoyment: 4	Personal benefits e.g. relaxation and enjoyment: 5	Personal benefits e.g. relaxation and enjoyment: 6	Personal benefits e.g. relaxation and enjoyment: 7	Personal benefits e.g. relaxation and enjoyment: 8	Personal benefits e.g. relaxation and enjoyment: 9	Personal benefits e.g. relaxation and enjoyment: 10
Location of the music festival	Location of the music festival: 1	Location of the music festival: 2	Location of the music festival: 3	Location of the music festival: 4	Location of the music festival: 5	Location of the music festival: 6	Location of the music festival: 7	Location of the music festival: 8	Location of the music festival: 9	Location of the music festival: 10
Traditions of the music festival	Traditions of the music festival: 1	Traditions of the music festival: 2	Traditions of the music festival: 3	Traditions of the music festival: 4	Traditions of the music festival: 5	Traditions of the music festival: 6	Traditions of the music festival: 7	Traditions of the music festival: 8	Traditions of the music festival: 9	Traditions of the music festival: 10
Identification with the meanings and values of the event	Identification with the meanings and values of the event: 1	Identification with the meanings and values of the event: 2	Identification with the meanings and values of the event: 3	Identification with the meanings and values of the event: 4	Identification with the meanings and values of the event: 5	Identification with the meanings and values of the event: 6	Identification with the meanings and values of the event: 7	Identification with the meanings and values of the event: 8	Identification with the meanings and values of the event: 9	Identification with the meanings and values of the event: 10

6. Please tick, which you think are the most important elements of the brand activation that create a positive experience with the brand. 1 being the least important and 10 being the most important.

Space Cell	1	2	3	4	5	6	7	8	9	10
The chance to test a new product or service	The chance to test a new product or service: 1	The chance to test a new product or service: 2	The chance to test a new product or service: 3	The chance to test a new product or service: 4	The chance to test a new product or service: 5	The chance to test a new product or service: 6	The chance to test a new product or service: 7	The chance to test a new product or service: 8	The chance to test a new product or service: 9	The chance to test a new product or service: 10
The communication from a representative about the brand	The communication from a representative about the brand: 1	The communication from a representative about the brand: 2	The communication from a representative about the brand: 3	The communication from a representative about the brand: 4	The communication from a representative about the brand: 5	The communication from a representative about the brand: 6	The communication from a representative about the brand: 7	The communication from a representative about the brand: 8	The communication from a representative about the brand: 9	The communication from a representative about the brand: 10
A free trial period being offered	A free trial period being offered: 1	A free trial period being offered: 2	A free trial period being offered: 3	A free trial period being offered: 4	A free trial period being offered: 5	A free trial period being offered: 6	A free trial period being offered: 7	A free trial period being offered: 8	A free trial period being offered: 9	A free trial period being offered: 10
A free sample to take home	A free sample to take home: 1	A free sample to take home: 2	A free sample to take home: 3	A free sample to take home: 4	A free sample to take home: 5	A free sample to take home: 6	A free sample to take home: 7	A free sample to take home: 8	A free sample to take home: 9	A free sample to take home: 10
An experience that is separated off from the music festival	An experience that is separated off from the music festival: 1	An experience that is separated off from the music festival: 2	An experience that is separated off from the music festival: 3	An experience that is separated off from the music festival: 4	An experience that is separated off from the music festival: 5	An experience that is separated off from the music festival: 6	An experience that is separated off from the music festival: 7	An experience that is separated off from the music festival: 8	An experience that is separated off from the music festival: 9	An experience that is separated off from the music festival: 10
An experience that is under control of the brand	An experience that is under control of the brand: 1	An experience that is under control of the brand: 2	An experience that is under control of the brand: 3	An experience that is under control of the brand: 4	An experience that is under control of the brand: 5	An experience that is under control of the brand: 6	An experience that is under control of the brand: 7	An experience that is under control of the brand: 8	An experience that is under control of the brand: 9	An experience that is under control of the brand: 10
A themed experience	A themed experience : 1	A themed experience : 2	A themed experience : 3	A themed experience : 4	A themed experience : 5	A themed experience : 6	A themed experience : 7	A themed experience : 8	A themed experience : 9	A themed experience : 10
An experience with all senses the engaged	An experience with all senses the engaged : 1	An experience with all senses the engaged : 2	An experience with all senses the engaged : 3	An experience with all senses the engaged : 4	An experience with all senses the engaged : 5	An experience with all senses the engaged : 6	An experience with all senses the engaged : 7	An experience with all senses the engaged : 8	An experience with all senses the engaged : 9	An experience with all senses the engaged : 10

7. Thinking of the most recent music festival you attended was there the use of brand activation?
If no then please go to question 10

8. At that festival engaging with a brand enhanced my overall music festival experience. 0 is it made the experience worse and 10 is it enhanced my festival experience.

0	1	2	3	4	5	6	7	8	9	10
0	1	2	3	4	5	6	7	8	9	10

9. Please write down any of the brands you engaged with at the most recent music festival you attended.

10. Please tick how far you agree with the following statements about the ways you engage with a brand at a music festival.

Space Cell	Strongly disagree	Disagree	Somewhat disagree	Neither agree nor disagree	Somewhat agree	Agree	Strongly agree	I do not know
I post of social media about the brand	I post of social media about the brand: Strongly disagree	I post of social media about the brand: Disagree	I post of social media about the brand: Somewhat disagree	I post of social media about the brand: Neither agree nor disagree	I post of social media about the brand: Somewhat agree	I post of social media about the brand: Agree	I post of social media about the brand: Strongly agree	I post of social media about the brand: I do not know
I blog about my experience	I blog about my experience: Strongly disagree	I blog about my experience: Disagree	I blog about my experience: Somewhat disagree	I blog about my experience: Neither agree nor disagree	I blog about my experience: Somewhat agree	I blog about my experience: Agree	I blog about my experience: Strongly agree	I blog about my experience: I do not know
I make online reviews about the brand	I make online reviews about the brand: Strongly disagree	I make online reviews about the brand: Disagree	I make online reviews about the brand: Somewhat disagree	I make online reviews about the brand: Neither agree nor disagree	I make online reviews about the brand: Somewhat agree	I make online reviews about the brand: Agree	I make online reviews about the brand: Strongly agree	I make online reviews about the brand: I do not know
I make a recommendation to a friend about the brand	I make a recommendation to a friend about the brand: Strongly disagree	I make a recommendation to a friend about the brand: Disagree	I make a recommendation to a friend about the brand: Somewhat disagree	I make a recommendation to a friend about the brand: Neither agree nor disagree	I make a recommendation to a friend about the brand: Somewhat agree	I make a recommendation to a friend about the brand: Agree	I make a recommendation to a friend about the brand: Strongly agree	I make a recommendation to a friend about the brand: I do not know
I take the time to participate in the live brand activation at the music festival	I take the time to participate in the live brand activation at the music festival: Strongly disagree	I take the time to participate in the live brand activation at the music festival: Disagree	I take the time to participate in the live brand activation at the music festival: Somewhat disagree	I take the time to participate in the live brand activation at the music festival: Neither agree nor disagree	I take the time to participate in the live brand activation at the music festival: Somewhat agree	I take the time to participate in the live brand activation at the music festival: Agree	I take the time to participate in the live brand activation at the music festival: Strongly agree	I take the time to participate in the live brand activation at the music festival: I do not know

11. To which extent does brand activation affect the value of the brand?

Space Cell	Strongly disagree	Disagree	Somewhat disagree	Neither agree nor disagree	Somewhat agree	Agree	Strongly agree	I don't know
Engaging in the brand activation increased the value of the brand	Engaging in the brand activation increased the value of the brand : Strongly disagree	Engaging in the brand activation increased the value of the brand : Disagree	Engaging in the brand activation increased the value of the brand : Somewhat disagree	Engaging in the brand activation increased the value of the brand : Neither agree nor disagree	Engaging in the brand activation increased the value of the brand : Somewhat agree	Engaging in the brand activation increased the value of the brand : Agree	Engaging in the brand activation increased the value of the brand : Strongly agree	Engaging in the brand activation increased the value of the brand : I don't know
Engaging in the brand activation decreased the value of the brand	Engaging in the brand activation decreased the value of the brand : Strongly disagree	Engaging in the brand activation decreased the value of the brand : Disagree	Engaging in the brand activation decreased the value of the brand : Somewhat disagree	Engaging in the brand activation decreased the value of the brand : Neither agree nor disagree	Engaging in the brand activation decreased the value of the brand : Somewhat agree	Engaging in the brand activation decreased the value of the brand : Agree	Engaging in the brand activation decreased the value of the brand : Strongly agree	Engaging in the brand activation decreased the value of the brand : I don't know
Engaging in the brand activation did not make a difference to the value of the brand	Engaging in the brand activation did not make a difference to the value of the brand : Strongly disagree	Engaging in the brand activation did not make a difference to the value of the brand : Disagree	Engaging in the brand activation did not make a difference to the value of the brand : Somewhat disagree	Engaging in the brand activation did not make a difference to the value of the brand : Neither agree nor disagree	Engaging in the brand activation did not make a difference to the value of the brand : Somewhat agree	Engaging in the brand activation did not make a difference to the value of the brand : Agree	Engaging in the brand activation did not make a difference to the value of the brand : Strongly agree	Engaging in the brand activation did not make a difference to the value of the brand : I don't know

12. Overall, rate how much you think brand activation enhances the overall festival experience. 0 is not at all and 10 is completely.

0	1	2	3	4	5	6	7	8	9	10
0	1	2	3	4	5	6	7	8	9	10

13. Where do you live?

In the UK ( please give your postcode)
Abroad (please state city or region)

14. Indicate your current (or former) occupational group (please select one)

Please enter an 'other' value for this selection.

15. Observations and Comments

Thank you for your participation!
Please pass this onto your family or friends to complete!
Please feel free to contact me with any questions on maisie1994@live.co.uk.