Even a little rain couldn’t dampen the spirits at New York’s Governors Ball music festival this past June 6-8! Flushing Meadows Corona Park transformed into a vibrant hub of music, incredible food, and, notably, a dazzling array of interactive brand activations. Beyond catching electrifying performances from over 60 artists, including headliners like Tyler, The Creator, Olivia Rodrigo, and Hozier, festival-goers had the unique opportunity to engage with over 30 sponsors vying for their attention with innovative and playful experiences.
This year’s Gov Ball saw some exciting new players making their mark. 7-Eleven made a memorable festival debut with their “Slurpee Street,” offering a refreshing block-party vibe. Kiehl’s stepped up as the first beauty brand to sponsor an entire stage, while hydration heroes Electrolit wowed the crowds with the festival’s inaugural drone show. Let’s take a closer look at how brands are truly enhancing the music festival landscape, creating immersive worlds that go far beyond a simple logo.
A Festival of Experiences: Diving into the Brand Activations
Brands are no longer just putting up banners; they’re crafting entire mini-experiences designed to resonate with festival attendees:
- 400 Conejos: The mezcal brand embraced the late-night vibe with a silent disco, where revelers donned playful bunny ears and danced to their own beats, cocktail in hand.
- 7-Eleven: Making its festival debut after a major partnership with Live Nation, 7-Eleven created “Slurpee Street.” This summer-block-party-style experience featured urban lights, a classic city stoop for relaxing, NYC-inspired artwork, and, of course, free Slurpee samples to entice Gen Z.
- American Apparel: Fashionistas flocked to the “Tee Lab” to customize their festival look. Choosing from an exclusive American Apparel x It’s a Living collaboration, they could add patches and personalize their gear before flaunting their new style at the “fit check” wall.
- BeatBox: Always bringing the party, BeatBox’s NYC-inspired activation centered around a striking subway car installation. Fans could snap photos, leave their mark on a graffiti wall, and snag cool swag like disposable cameras.
- Cabot: The “Cabot Cruiser” rolled in once again, delighting attendees with free pimento grilled cheese bites made with Cabot cheddar, alongside fun photo opportunities.
- Coca-Cola: As the presenting sponsor of Gov Ball’s Food Village, Coca-Cola ensured everyone stayed hydrated with free 7.5-ounce samples of original Coke, Coke Zero, and Cherry Coke. Their vintage-style sampling trailer, custom-branded archway, and fun swing set provided share-worthy touchpoints.
- Dunkin’: Celebrating its 75th anniversary in 2025, Dunkin’ rolled out “The Dunkin’ Scoop Shop,” a nostalgic nod to its original donut shops. Festival-goers sampled anticipated melted-ice-cream-flavored iced coffee, scored swag, refreshed at vanity stations, and posed with an oversized donut installation.
- Electrolit: The vibrant “Hydration House,” shaped like one of their bottle caps, offered a welcome respite for attendees to rest, enjoy popular Electrolit flavors, and snag giveaways. Taking innovation to the sky, Electrolit also became the exclusive sponsor of Gov Ball’s first-ever drone shows, featuring custom choreography and NYC-inspired visuals.
- Espolòn: The “Espolòn Tequila Mercado” was a lively celebration of modern Mexican culture, offering a vibrant space where music, culture, and fans converged. “La Cantina” served up margaritas, while the “Tiendita de Ramon” allowed for gear customization, and a themed “fotomaton” (photo booth) captured memories.
- Hennessy: Returning to Gov Ball, Hennessy reimagined its “Hennessy Highline” experience. Festival-goers enjoyed live mural-painting, DJ sets between main performances, engaging photo moments, and a popular claw machine offering premium swag.
- Jim Beam: True to its inviting brand, Jim Beam created a welcoming “porch” where attendees could relax, cool down, add some sparkle at a glitter station, and enjoy craft cocktails.
- Kiehl’s: Beyond being the first beauty brand to sponsor a stage, Kiehl’s activated an eye-catching, retro “SPF Remix Booth.” Attendees could snap photos with music-themed installations like a giant cassette tape, receive free skincare analyses, and snag giveaways.
- Kona Big Wave: Bringing laid-back island vibes, Kona Big Wave offered a chill space for fans to sip brews, try their luck at a claw machine, and enjoy sweet treats from the “Shaved Ice Shack.” The brand also proudly sponsored the Kona Big Wave Stage.
- Lyft: Turning a pain point into a pleasure, Lyft’s “Lyft Lounge” in the rideshare pick-up/drop-off area offered comfortable seating, charging stations, and giveaways. Lucky visitors even won free festival ticket upgrades.
- Nerds: Nerds created a colorful, sensory wonderland where attendees could take photos with “Gummy” the mascot, explore a textured archway, get Nerds-scented temporary tattoos, and sample NERDS Gummy Clusters.
- PacSun: PacSun brought a mini fashion showcase to Gov Ball, featuring and selling an exclusive Governors Ball Collection alongside trending festival styles. Fans could shop, score personalized giveaways, and participate in an interactive photo op.
- Peace Tea: Delivering on its name, Peace Tea’s “Mad Peaceful” footprint offered mini-golf for prizes, shaded resting areas, a patch customization station, and refreshing Slurpee and Razzleberry Tea samples.
- Rakuten: Gaming enthusiasts found their haven at the “Rakuten R-cade,” a purple-drenched space where they could play games to earn prizes and unlock exclusive rewards. On-the-spot Rakuten sign-ups were also available.
- Red Bull: Red Bull crafted an “event within an event” with “The Hidden Ave Station,” a rave-like, underground-inspired Manhattan-themed experience complete with a realistic subway car installation, live DJs, and cold Red Bulls.
- Smirnoff: Making its Gov Ball debut, Smirnoff Ice’s “Flavor Fair” experience drew steady lines all weekend. Fans could win premium prizes, including festival merchandise and surprise ticket upgrades.
- Stella Artois: Continuing its successful partnership with Hot Ones, Stella Artois delivered a spicy activation featuring cold Stellas, fiery wings, the full lineup of Hot Ones’ sauces, and a chance to score exclusive collaboration merchandise.
- Verizon: Verizon customers enjoyed VIP treatment in the “Verizon Access VIP Cabana,” boasting main stage views, plush seating, and charging ports. The space also included a content creation studio, a charm bar for personalizing phones with designs from NYC designer Susan Alexandra, and custom eye masks with a special sticker for a free subway ride home, in partnership with the MTA.
The Shifting Festival Landscape: Why Brands are Investing in “Tier-Two” Events
The music festival scene has exploded in the last decade, and while giants like Coachella and Burning Man have faced recent challenges with ticket sales, niche and genre-specific festivals are thriving. This shift is reshaping how brands engage with audiences, leading to a growing investment in “tier-two” festivals.
Accessible Markets, Deeper Connections: Major festivals often target big cities, but regional markets offer rich opportunities to connect with diverse audiences on a more personal level. Take Breakaway Music Festival, the nation’s largest independent touring EDM festival. It brings global talent to local markets, making festivals more accessible and affordable. As one partnership executive noted, brands are focusing on “where consumers live, work and play,” providing top-tier experiences without requiring attendees to “drop $10,000 to fly across the country.” This strategy aligns perfectly with brands like Shein, which aims to make fashion accessible to everyone, echoing the mission of these community-focused festivals.
Creative Freedom and Flexibility: A major draw of “tier-two” partnerships is the unparalleled creative freedom brands enjoy. Without the typical corporate red tape associated with larger, corporate-owned events, sponsors can truly bring their visions to life. Brands like Shein, at Rolling Loud California, created an immersive “Shein Street” inspired by streetwear and hip-hop culture, offering accessories, airbrush tattoos, and even extravagant tooth gems. Similarly, Jimmy John’s, a new partner with Breakaway, wasn’t confined to a small booth but was given the flexibility to integrate its “Toasted Truck Tour” and even launch sandwiches into the crowd with a custom cannon! This level of collaboration allows brands to prioritize the fan experience in unique and memorable ways.
Maximizing Budget Impact: For some brands, the sheer cost of sponsoring massive festivals can limit their ability to create impactful on-site activations. Tier-two festivals, however, often come with significantly lower entry fees, allowing brands to reallocate those budget dollars directly into enhancing the attendee experience. This means more elaborate setups, more giveaways, and a larger overall footprint, ensuring a greater return on investment and a more memorable interaction for festival-goers.
A Holistic Strategy: It’s not an “either/or” choice for all brands. Many maintain a holistic music strategy, finding value in a mix of property sizes. Being present at both major and smaller festivals allows brands to engage with different customer segments and gather diverse insights.
Intimate Partnerships and Community-First Mindset: A key differentiator for “tier-two” festivals is the deep, collaborative nature of their partnerships. Sponsors often work directly with decision-makers, fostering a genuine co-creation process. Brands like BeatBox and Jimmy John’s emphasized the refreshing experience of working with festival organizers who are truly invested in ensuring brand objectives are met while safeguarding the fan experience.
This community-first approach is central to many independent festivals. Breakaway’s founders, for instance, started by booking college EDM shows, growing organically from a tight-knit community. For brands, this means an opportunity to make authentic inroads, provided they understand the audience and genuinely add value to their experience. As one brand manager advised, “Be in tune with the culture and read the nuances. What do the fans want to see from brands at these festivals? Because they have created such a tight-knit community and culture, you don’t want to come in and bring something that’s completely irrelevant.”
Three Ways to Maximize Your Tier-Two Sponsorship:
- Flexible Footprints: Think beyond standard booths. Leverage the space and creative freedom to design unique consumer journeys and integrate your brand into various aspects of the festival programming.
- Survey, Survey, Survey: Smaller, more engaged regional crowds often lead to more targeted and in-depth interactions. Use this to gather valuable feedback directly from attendees.
- Get Phygital: For traveling festivals, integrate digital “side quests” or scavenger hunts that allow attendees to earn points and rewards by completing brand and festival challenges, even if they can’t attend every show in person.
The evolution of the festival scene presents exciting opportunities for brands to connect with audiences in more meaningful and memorable ways, often by embracing the community spirit of “tier-two” events. It’s clear that the future of brand engagement at music festivals is loud, proud, and incredibly creative!