The Power Of Branding – Fyre Festival: Case Study
01/02/2019

What Is Fyre Festival?

Fyre Festival set out to be a once-in-a-lifetime luxury festival to rival the likes of Coachella. It was intended to promote the Fyre music booking service. The Fyre app made it easier for people to book their favourite artists direct. It was dubbed to be the Uber of the music industry.

Fyre festival was to be held on the Bahamian island of Great Exuma, over two weekends in summer – April 28–30 2017 & May 5–7 2017.


What Happened to Fyre Festival?

Fyre Festival fell foul to a number of different problems. The main set back is that the festival promotors where selling a dream to people that could never have been achieved, within in the perimeters they set themselves. They promised people a luxury experience of a lifetime that included either a luxury tent, a beach house or stunning yacht. When the festival came down to the wire, the actually only had a couple hundred plastic tents. Which didn’t go down well with the thousands of people that they flew out.

To read more about the history of Fyre Festival – Click here.

The Power of Branding

The reason why Fyre festival got so big was down to one simple fact. Their brand was powerful and calculated. Furthermore, there advertising went hand-in-hand with the branding so it made for an unstoppable business. It was a business that was never going to slow down until the inevitable happened.

Fyre had researched their target audience really well and realised that to get as much buzz as possible. They had to use a tactic called “influencer marketing”. This involves people with an amount of following to post/talk about a certain product. In event in the hope the following of that person get involved in what they’re doing. Fyre Festival used the likes of Kendal Jenner, Hailey Baldwin and Bella Hadid. Being huge names in the modelling industry they and, adding to this, having a huge social media following, the tickets for the festival sold out twice over (which lead to problems obviously).

Their brand identity was in touch with the target audience also, it was clean, hipster and funky. Everything they wanted Fyre Festival to be. Below are a few of the posts from the models and some promotional materials used.