Field Day Festival
10th Year
The Brief
Full Fat were challenged to create the most successful campaign yet for Field Day festival for its tenth year in order to ensure a sell-out success. Specific challenges lay around communicating the depth and breath of the food and drink on offer at the event, which had been known more predominantly for its music.
Solution
Full Fat created an eight-month methodical campaign that maximised on all elements of the UK’s most forward-thinking and exciting independent festival. The campaign involved brokering 17 media partnerships to ensure a continuous flow of quality coverage from start to finish.
In addition, Full Fat created 12 key media narratives to communicate the quality of alternative music on offer at the festival. Full Fat addressed the F&B element of the brief by teaming up with local beer company Five Points to launch the Field Day Citrus Pale.
This product was launched with a warm up event with food partner Street Feast and an invite-only media event, producing several food and drink specific pieces of coverage for the festival. This was further amplified on-site by partnering with Hunter and H&M to create experiences for influencers.
Results
350 media in attendance at Field Day
50 media in attendance at Field Day Citrus Pale Launch
7.5 million unique hits to the Field Day website from April to June
Sell out event
680 pieces of coverage including The Guardian, The i, Resident Advisor, Clash, Time Out, It’s Nice That
"Over the last decade Field Day has slowly become one of London’s very best music festivals, with a consistently excellent booking policy covering the world’s finest alternative acts.”
Time Out
“One of our most discerning festivals.”
i Newspaper
“(Field Day) successfully finds a sweet spot between substance and sheer scale.”
The Guardian
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