- London’s celebrated festival, American Express presents BST Hyde Park, returned this summer with a record-breaking sold out series featuring P!nk, Guns N’ Roses, Bruce Springsteen, Billy Joel, Lana Del Rey and more.
- With the 10th festival wrapping up, AEG Global Partnerships looks back at some of BST Hyde Park’s most impactful brand activations and shares what lies ahead for brand partnerships in 2024
As American Express presents BST Hyde Park celebrates its 10th year, AEG Global Partnerships, the team behind the naming rights and partnership activations at the festival, is looking back at some of the highlights and how these activations continue to enhance the experience of millions of festivalgoers.
Since the festival’s inception a decade ago, the team has brokered partnerships with more than 100 companies – from American Express to Ray-Ban, lululemon to Barclaycard – with activations enjoyed by millions of fans over the 10-year period.
As BST Hyde Park has grown, AEG has been able to increase its revenue by an average of 20 percent each year, with 91 percent being retained over multiple years. Some of the longest standing brand names at the festival include Asahi, that has been on board for five years, while Ray-Ban and Coca-Cola enjoyed three and five year partnerships respectively.
The length and depth of these partnerships demonstrates the power of the festival for helping brands achieve their marketing and organisational objectives. Brand recall for presenting partners was over 90 percent in 2022, and 36 percent of fans agreed that they were more likely to consider a brand that provided experiences at the festival.
Will Dowdy, Vice President – Global Partnerships at AEG Presents, said: “American Express presents BST Hyde Park provides a unique environment for fans to connect passionately with their favourite artists at an incredible outdoor space in the heart of London. The success of our partnerships at BST comes down to aligning our vision with a deep understanding of our partners objectives and identity, paired with a positive integration into the overall fan experience.”
“A few years ago, we took the bold business decision to pursue a premium strategy, where we work with fewer partners, but they get extended rights, more visibility and a clear lane to run in. The depth of our partnerships means that we can deliver something unique for each of partner, which shares the festival’s values.”
“The best partnerships elevate a fan’s day instead of intruding on them, and the increase in dwell time at festivals demonstrates that activations pack a punch. When a brand can take an experience to the next level, fans remember the role it had in creating some of their best memories – and that feeling lasts forever. That’s a power that event partnerships have over traditional media.”
“This strategy has resulted in our partners becoming an authentic part of the fan experience and is a success factor in the overall commercial growth of BST Hyde Park.”
The AEG Global partnerships team is constantly looking for new opportunities for brands. The festival now runs over 17 days, providing more visibility and opportunities for engagement, and adds new assets each year. New from 2024 will be the VIP Beach House and Flat Iron structure, complete with a viewing platform of the Great Oak Stage, karaoke bar, speakeasy and digital walkway experience.
Here are some highlights from the past 10 years – from milestone moments to the most impactful activations:
Vodafone augment reality with Elton John, in concert dedicated to the NHS
Vodafone and Elton John came together in June 2022 to deliver a uniquely augmented reality show that paid tribute to the NHS and frontline workers from their incredible efforts during the pandemic. The performance of ‘I’m Still Standing’ saw fans enjoy a spectacular time-synched 3D show.
lululemon and Joe Wicks attempt to set a world record for the biggest ever HIIT class
Bringing thousands of people together, lululemon and Joe Wicks took advantage of the fantastic music and incredible atmosphere at BST Hyde Park to attempt to set a new world record for the biggest ever HIIT class. Proceeds of ticket sales for the event were donated to suicide prevention charity, Campaign Against Living Miserably (CALM).
American Express takes naming rights to the next level
Taking on the naming rights to an event the size of BST Hyde Park is a lot to live up to, and American Express is doing it in style. Not only is the partnership bringing Cardmembers site-wide discounts, exclusive artist merch, free upgrades and backstage tours, all festivalgoers can enjoy the Amex Experience, including photo experiences and an on-site arcade.
Paco Rabanne tickle senses with Black XS fragrance relaunch
Smell is the most powerful trigger for memories, and by pumping fragrance into their silent disco, Paco Rabanne made sure Black XS would be remembered. The brand also had artists helping people to spray-paint their own skateboard – with those who got involved being 3.5x more likely to purchase the scent.
Chef’s Tables at The House of Peroni brings fine-dining to the festival
During Open House – the festival’s mid-week programme of activity – The House of Peroni opens up its outdoor area to host a Chef’s Table with some of the UK’s best culinary talent. 2022 saw Franco Mazzei, Chef Patron at Sartoria in Mayfair, serve up an exceptional menu to guests, while this year’s events will be hosted by foot media platform Mob’s recipe team.
Apple Music create bespoke BST Hyde Park playlists
Our partnership with Apple Music gave festival-goers something to take away from the day. Fully integrated into the app, fans received a notification as they left the park sharing a unique playlist – one of the first ever for a live event – as a keepsake, helping to keep the experience alive for longer.
Barclaycard Perk Park feature stage dive photo activation
Back in 2018, Barclaycard created a stage dive experience for fans. Perk Park helped fans feel like rockstars by creating a digital experience that saw them jump into a crowd, complete with a backing band, before being taken through a backstage area. Fans were given a video of their experience at the end to share on social media and show of their new star credentials to friends and family.
NED recreates itself in the invitation-only area
The NED, part of Soho House, took over a space to offer an exclusive mini-NED experience that saw members relax and enjoy the atmosphere in style. Bringing their in-house mixologists, chefs and bar staff on site, it took a luxury area to the next level.
Artists wear gifted Ray-Bans on stage
Ray-Ban’s gifting area in the VIP section exceeded all expectations. The goal was to build relationships with artists and superstar guests. When artists wore their new sunglasses on stage the partnership truly came to life, with RayBan’s products being seen by huge and diverse audiences.
New from 2024 will be the VIP Beach House and Flat Iron structure, complete with a viewing platform of the Great Oak Stage, karaoke bar, speakeasy and digital walkway experience.
Source: AEG Global Partnerships
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