Brands Go Digital in Extended Sponsorships With Music Festivals

On-site and online activations enhance concert experience

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.

@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.