As the summer kicked in so did the music festival season!

Curious about the impact of these activations? So were we. We turned to our Virtual Audiences—simulated festivalgoers built from real-world data and behavioural models—to dig deeper. They behave like real consumers, complete with opinions, motivations, and cultural context, but are powered by AI. Just like actual people, their views differ based on their “upbringing” and beliefs. Think of them as research participants you can talk with anytime.

So, how do festivalgoers experience brand activations? What makes a booth stand out for the right reasons? Here are the golden rules that brands should follow according to our Virtual Audiences:

Rule#1: Level up
A great booth feels like part of the festival, not a commercial intrusion. Festivalgoers can sniff out a sales trap instantly, and nothing kills the vibe faster. Take Alken-Maes for example, who did an activation for Mort Subite at Couleur Café. The colourful flavors such as raspberry, blueberry or passion fruit were matched with an equally colourful ball pit. It wasn’t just selling beer—it was enhancing the festival.

“Ugh, okay, so when brands get it wrong, it's usually because of the staff. Like, if they're too pushy, that's an instant turn-off. You know, like, when they're trying too hard to get you to sign up for something or, like, download an app right then and there. It's like, "Dude, I'm here to have fun, not get a new phone plan.”  Zoë Hendricks, 20

Rule#2: Match the cultural vibe
There is no “one-size-fits-all” for festival booths. What works at Down the Rabbit Hole might flop at Tomorrowland. Your booth needs to belong to the universe of the event—its look, feel, and offer should feel natural in that space. Cultural fit isn’t a detail; it’s the foundation.

“I mean, I'm there for the music, you know? And then you've got these massive Heineken tents or whatever trying to create some "authentic festival experience" when it's just... not. It feels calculated.” Axel Peeters, 23

Rule#3: Make it shareable
In the age of social media, people want experiences worth posting. Think bold visuals, playful props, interactive elements—branded but not screaming it. The more photogenic and fun, the more festivalgoers will do your promotion for you.

“When an activation genuinely gets people excited or engaged, they don't even have to be told to share it - they just will, because it was actually cool. That's when social sharing feels authentic.” Lotte van der Berg, 22

Rule #4: Be relevant—or extra useful
If your product naturally fits the festival vibe (like drinks, snacks, or apparel), you’ve got a head start. If not—say you’re a bank or insurance brand—you’ll need to work harder to avoid feeling pushy. Sometimes, the smartest move is to offer something straight forward but lifesaving: phone charging, comfy seating, shade, or free water. Being the booth that saves the day (and a dead battery) can win more goodwill than any flashy gimmick.

“So, if a telecom brand is there, it's gotta be about making that easier. If they're offering free Wi-Fi that works – not some slow, patchy thing – or proper charging stations where you can actually leave your phone without worrying it's gonna get nicked, then that's a massive win.” Quinten Janssens, 24

At Haystack Consulting, we keep a close eye on how brands evolve, grow, and connect with their audiences. Our Virtual Audiences show that people love seeing brands at music festivals, but only when the activation is done right.

Curious how your brand can create meaningful festival experiences that truly engage your target audience? Or want to explore how Virtual Audiences can unlock insights for your business?

Contact us at cm@haystack-consulting.com and we’ll guide you on your way.