Brandfests

Brandfests are events that bring consumers together in geo-temporally concentrated events and entail coordinated activities and brand happenings. They are an excellent way to build a brand community and these are the four elements that Brandfests must meet for a consumption community to exist. 

• Geographically concentrated- Consumers from geographically diffused areas come together in one location.
• Temporality- Members (interacting with the brand, with the marketer, and with other consumers) are all brought together in a compact timeframe.
• Social Context- Members begin as strangers but develop deep acquaintance, even lasting friendships that endure and continue beyond the confines of the event.
• Consciousness of Kind- The very decision to attend and join a brandfest raises the consciousness of there being a community of brand users. Many do arrive with trepidation, anxious as to whether they will fit in, but—in no small part due to the socialization and nurturing effort of other brand veterans, devotees, advocates, and evangelists, as well as brand hosts (e.g., company personnel)—they slowly ease into a state of psychological comfort, of being seen as belonging to the group. 

A big example of Brandfest that is widely discussed every year is the highly anticipated Comic-Con in San Diego, CA. Comic-Con is an international convention that features comics and comic book characters. Comic-Cons mission statement is: “Comic-Con International: San Diego is a nonprofit educational corporation dedicated to creating awareness of, and appreciation for, comics and related popular artforms, primarily through the presentation of conventions and events that celebrate the historic and ongoing contribution of comics to art and culture.” Previously Comic-Con was known for being nerdy and only people who were really into comics would attend.

However over the past few years Comic-Cons image has drastically reversed. Now it’s ‘cool’ to be seen at or be going to Comic-Con. Stars from some of the most successful movies of all time make appearances, for example Iron Man, Captain America, The Avengers, Spider-man, etc. And it doesn’t only stop with Marvel and other comic book features. Now all shows and movies featuring the super-natural are a must see at Comic-Con such as The Vampire Diaries and most animated TV shows. One of the biggest parts of Comic-Con is that people go dressed, no, DECKED out in their favorite super-natural beings costume. Comic-Con costumes are some of the most noted and well-known costumes of our generation.
-Mare

One example of a Brandfest would be Jeep. Jeep organizes camps for its owners and fans, called Jeep Meet. This leads to the creation of clubs which are organized for Jeep lovers to get together and race, off-road, bond, and have fun together with their prized possessions (aka their Jeeps).There is a website called “Meetup” where individuals can find Jeep only clubs around them or even start their own.

I believe it is not only a way to create a more intense brand loyalty, but connections to others who feel the same way about the brand. It also allows them to spread the word to friends, talk them into buying a Jeep to join in on the fun and get out there to have a blast. Jeep Only Club was the first Jeep club in the nation to originate and create the term "Jeep Night" an event, which by now is a well-known tradition that other Jeep clubs have followed! This Jeep Only Club is open to ALL Jeep breeds, and while some specific events will require an all-wheel drive Jeep (4X4), many trails can be handled by a (4X2) and stock Jeeps. The club members take pride in membership and share in the cost running this Jeep Only group, and this tends to make members truly value this group. It also helps weed out individuals who aren't really interested in participating and attracts quality members and nice families.The Houston JeepPeople was actually formed in 2008 and their mission statement states that they are dedicated to four wheeling as a form of recreation with the following objectives: to promote Jeeping recreation as wholesome family fun, to practive and demonstrate four wheel drive usage that follows an ethical code that allows for both the protection and enjoyment of the people and natural environment, to promote the recreational motorized access to public and private lands, to participate in community activities, and to support the TMTC (The Tread Lightly Program.)
-Chatty Charlie

A brandfest is a corporate-sponsored event intended to promote strong brand loyalty among customers. MAGIC is a fashion tradeshow that occurs twice annually.

60,000+ fashion lovers and industry insiders meet in Vegas to shop and celebrate style. Throughout the past 85 years there has been attendance from over 120 countries, making MAGIC a leader in global brandfests. MAGIC is a buying destination for retails, global showcase for brands and manufacturers, and one stop event for fabric to finished products, hottest brands to top designers and tastemakers to fashion buyers. MAGIC is a brandfest that increases consumer loyalty and awareness by inviting brands, retailers, manufacturers, and fashion industry personnel to view and showcase the latest and the greatest in the fashion world. If it’s fashion you can find it at MAGIC.

-Shani

Oktoberfest is the world's largest funfair held annually in Germany.

It is a 16-day festival running from late September to the first weekend in October with more than 6 million people from around the world attending the event every year.  As for us here in the United States and even locally like Long Beach, it brings consumers all together to experience the German atmosphere with the German traditions.  The festival includes carnival rides, German and polka bands with of course beer involved.
-KeAnna

A growing Brand fest would be the Electric Daisy Carnival Las Vegas (EDC).

Originally founded as a one day event in California has expanded.  EDC has been around for multiple years bringing all walks of individuals who enjoy EDM music together for a weekend in different states. In the past decade EDC has grown to its largest festival held every July for a three day weekend in Las Vegas by Insomniac Events. EDC is an event that represents the ideals of Peace, Love, Unity, and Respect (P.L.U.R.)
-Mary