Manchester, Tenn.’s Bonnaroo Music and Arts Festival, known for using branded content and other digital platforms to help sponsors engage fans, is helping three new sponsors activate their partnerships in the digital sphere.

Below, IEG SR highlights how the June 12-15 festival is helping Xbox, Teva and PayPal bring their sponsorships to life.

Xbox Live
Uses Bonnaroo to enhance content offerings

While it sponsored Bonnaroo from 2005 to 2010 on behalf of its Xbox video game console, Microsoft Corp. has returned to the festival on behalf of its Xbox Live online gaming and digital media service.

Microsoft is using the partnership as a content play. The goal: access new and archived Bonnaroo content for its 48 million Xbox Live subscribers.

Xbox kicked off the partnership on Feb. 12th by hosting a two-and-a-half hour special that announced the 2014 Bonnaroo lineup. The Bonnaroo Line-up Announcement Megathon (B.L.A.M.) featured Jack Johnson playing The Steve Miller Band’s The Joker and other archived content of Bonnaroo artists performing cover songs followed by a thirty-minute show that announced the 2014 lineup.

The announcement show was hosted by Taran Killam and comedian Hannibal Buress and featured performances by The Flaming Lips and Ben Folds. 

Xbox Live subscribers accessed the content via the Bonnaroo app for Xbox One and Xbox 360. Bonnaroo also posted the content on www.Bonnarroo.com.

Microsoft will further activate the festival with a live virtual webcast “to create a digital experience that is befitting the Bonnaroo lifestyle,” said Chad Issaq, executive vice president of business development and partnerships with Superfly Presents, the producer of the Bonnaroo music festival.

The content will feature concerts, man on the street interviews, comedy and fan-produced content.

The content helps Bonnaroo engage fans beyond the three-day festival while helping Xbox engage consumers throughout the year, said Issaq.

“Digital and social touchpoints help us better serve the Bonnaroo community while providing brands the opportunity to leverage Bonnaroo equity to engage fans throughout the year.”

Digital content also gives the festival a platform to monetize “Super Bowl” events such as lineup announcements and ticket on-sales, he added.  

Superfly has aligned Microsoft’s Skype instant message service with Bonnaroo’s Funkiest Dancer digital franchise. Consumers that upload a video of themselves dancing have the chance to perform at the festival with a professional dance troupe.

Teva: Ready For Roo
Sponsors aggregated social media content

The Deckers Outdoor Corp. brand in April will launch Ready For Roo, a digital campaign that will be housed on a microsite on www.Bonnaroo.com. The microsite features aggregated content from Twitter, Instagram, Tumblr and YouTube.

PayPal: Ticket Promotion
Runs ticket sale promotion
 
The online payment service is leveraging Bonnaroo with a promotion dangling the chance for festival-goers to be reimbursed for the cost of their tickets. PayPal is the festival’s preferred payment option.

“We love PayPal as a partner because of their ease of use, and we want to make sure we service our community in the best ways that we can.”