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Summer music festivals are sometimes viewed as one-off marketing events that give brands a quick boost in awareness. But new campaigns from Jim Beam, Microsoft and Beats Music are making a big digital push that extend sponsorships long after the music stops playing.
One of the more ambitious efforts this summer is from Jim Beam, partnering with Pitchfork as part of a global “Make History” campaign. Pitchfork is producing and filming six after-show concerts at music festivals this summer, including the Pitchfork Music Festival in Chicago, taking place July 18-20.
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