Knowing that festival season is a key focus for Skiddle, we devised a series of activations to drip feed to media for the first half of 2022 to ensure a continued presence.

Using a mix of press office tactics, including SEO-focused creative news gen, data-led angles, a new product as a PR stunt, and a ‘dream job’, we engaged media and attracted consumer attention.

We kicked off with a creative story around the weather forecast of UK music festivals. Using data readily available online, we analysed the weather forecast and temperatures from the past five years to predict this year’s forecast. This created a unique hook for media that also incorporated a SEO-led angle, perfect for media looking for clicks, and consumers who were searching for tickets to the named festivals.

Next, we created a second engaging and fun media angle by creating a real life Festival Reporter role, where one lucky person would actually get paid to attend festivals. This provided a series of opportunities for brand building in the media, including the initial job announcement, followed up by revealing the lucky hire, and then further capitalising through expert comment around festivals. This not only created a quirky hook for media, but also resulted in content that could be used across Skiddle’s own channels.

As an engaging PR stunt to tie in with April Fool’s Day, we devised the idea of creating a product that smells just like festivals to get fans excited for summer and remind consumers of that festival feeling they had missed the last two years. Name a more iconic festival partnership than the smell of grass stains, pints, burgers and… portaloos? We rewarded (or maybe punished?) our media contacts with a festival candle, accompanied with their very own festival ticket, which included a QR code to the full details of the activation, including details on the proceeds from sales of the candle going to Macmillan Cancer Support