Study finds music festivals increasingly engaging with consumers using social media

A study just published in the International Journal of Event and Festival Management, found a high degree of sophistication in the implementation of social media by music festival marketers. For example, the Bonnaroo festival in the U.S. uses radio frequency identification (R.F.I.D) technology to foster engagement with visitors, creating millions of impressions (see picture above). They also successfully employ geo-location software, using Foursquare to reward fans with a unique festival experience. When the festival ends they encouraged visitors to continue the conversation, asking them to tag themselves in the picture where they camped. The paper, written by Dr. Hudson and his son Rupert, a student in the Moore School of Business, can be accessed at:  http://www.emeraldinsight.com/journals.htm?articleid=17093140&show=html