Sponsorship of music festivals creates improved awareness not just at events, but also online.
The Havas Sports & Entertainment Summer 2011 European Music Festival study found that fans have a very high awareness of online brand sponsorship, with just two of the 2,244 respondents failing to recall any brands.
More interestingly was the impact this online advertising had on the spread of brand message through social media and the likelihood of fans to purchase products.
Over a third said they would be more likely to purchase from a sponsor after experiencing their involvement in a music festival, while fans also liked a brand that integrated their experience with social media.
"We found music festival goers spend an average 220 per cent more time online than the average global consumer which indicates a memorable on-site experience combined with social network interaction could help brands build long-term relationships with music lovers," the study revealed.
This is good news for the 62 per cent of UK firms who told the UK Search Benchmark Report 2012 they are boosting social media budgets this year.