I have never worked with the same kind of budget that they had, but it is quite simple to draw conclusions and ideas from the tactics and strategy they employed.
in order to get people to share whilst at a music festival.
One of our biggest takeaways was that people were eager to share during the event, when they did not experience something at the same time - ie.
Might not be that odd, but considering most brands want that epic bombastic event activation, yet measure on shares, mentions etc.
It is an important learning, as we have to both focus on experience and idle time when marketing at events.
In direct contrast to that conclusion, we found that the more produced content we shared shortly after the event, the better the engagement rate, whilst the production height time, finish, budget didn't matter as much as time passed.