McDonald’s and Cadbury have both signed up as brand partners for the fifth Fusion Festival, taking place this year over the weekend of September 2-3 in Liverpool. Capital FM is again official media partner.
So far, acts confirmed include Little Mix, Take That, Tinie Tempah, John Newman, Louisa Johnson, Ella Henderson, The Vamps, JP Cooper and Jax Jones.
Fusion Festival is expected to attract around 80,000 consumers, 60% of them aged between 18-25 and 75% of them female (based on previous festivals).
McDonald’s and Cadbury will both be activating within the experiential village at the festival.
Brand and media partnership agency What If London is managing the partner program, and is still negotiating for headliner, support and experiential activation rights for 2017. The headliner will get its brand incorporated in the event name as well as mentions in the Fusion Festival’s marketing, including social media and on Capital FM. Opportunities open for supporting partners include second stage naming rights, sampling, experiential and pop-up retail. Previous Fusion Festival brand partners have included Vimto, Kopparberg and Gallo Wines.
Fusion Festival also has a dedicated YouTube channel and What If London is looking for a ‘presenting partner’ for a 75-minute festival highlights show which will appear on the channel.
What If London is a member of UK marketing industry body, the Institute of Promotional Marketing.