Bands, drinks, food and advertising, everywhere I looked I saw brands. The atmosphere was prime for publicity, pushing and profit. Oktoberfest hosted 150,000 people that were exposed to messages from sponsors of musical entertainment, rental vans and even the trash bins (http://www.octoberfestonline.org).
I thought it was interesting that even the trash was a way to advertise. Instead of the usual metal or plastic garbage bins there were numerous light colored cardboard boxes with the distributor printed on all sides. Another impression I got was that a more general audience was being targeted instead of the usually strategy of a prototype customer similar to other mass mediums like radio stations, television shows or cable networks. Classic rock jammed beside the bumpin beats of 95.9, arts and crafts for youngsters and hot rods from the glory years -everything but horse races.
Oktoberfest traditionally starts in the third weekend in September and ends the first Sunday of October and began as a horse race at a royal wedding in 1811 (http://www.ofest.com/history.html). In Germany an agricultural show is held every third year of the festival. Although, one concept that has not changed about the tradition, the beer. Well, except maybe there’s a Budweiser or Coors thrown in with the Pilsners and Bocks.
A festival like Oktoberfest, unlike television, uses all the senses with instant stimulation and gratification for everything that is advertised. It is visually and audibly exciting and all the sights, sounds, smells and tastes work together to get you to act on impulse. Television can only remind you of a given product or service or put a thought in your head that hopefully will linger until your next trip to the store. It can not hand you a beer.
I thought it was interesting that even the trash was a way to advertise. Instead of the usual metal or plastic garbage bins there were numerous light colored cardboard boxes with the distributor printed on all sides. Another impression I got was that a more general audience was being targeted instead of the usually strategy of a prototype customer similar to other mass mediums like radio stations, television shows or cable networks. Classic rock jammed beside the bumpin beats of 95.9, arts and crafts for youngsters and hot rods from the glory years -everything but horse races.
Oktoberfest traditionally starts in the third weekend in September and ends the first Sunday of October and began as a horse race at a royal wedding in 1811 (http://www.ofest.com/history.html). In Germany an agricultural show is held every third year of the festival. Although, one concept that has not changed about the tradition, the beer. Well, except maybe there’s a Budweiser or Coors thrown in with the Pilsners and Bocks.
A festival like Oktoberfest, unlike television, uses all the senses with instant stimulation and gratification for everything that is advertised. It is visually and audibly exciting and all the sights, sounds, smells and tastes work together to get you to act on impulse. Television can only remind you of a given product or service or put a thought in your head that hopefully will linger until your next trip to the store. It can not hand you a beer.
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