CELEBRATING SUCCESS
London's celebrated festival, American Express presents BST Hyde Park, returned this summer with another fantastic series of world-class headliners featuring SZA, Kings of Leon, Morgan Wallen, Andrea Bocelli, Robbie Williams, Shania Twain, Stevie Nicks, Kylie Minogue, and Stray Kids. Each show featured a full day of music across three stages: The Great Oak Stage, The Rainbow Stage presented by British Airways, and The Birdcage Stage. Between the weekends, Open House returned this summer for eight days of activities and free entry in the heart of Hyde Park.
ENGAGEMENT AND IMPACT
ENGAGEMENT
Nearly 2 in 3 attendees interacted with at least one branded space or activation.
EXPERIENCE
82% of those who participated in activations rated their experience as good or excellent.
BRAND CONSIDERATION
Among attendees of the partner experiences, a +38% uplift to partner brand consideration and a +58% increase to partner favourability
EXCEPTIONAL BRAND PERFORMANCE
Our brand partners at BST Hyde Park 2024 achieved significant engagement and impact. Furthermore, association with BST Hyde Park can have substantial brand effects, as showcased by the results which show average percentage increases among those who recalled a partner activation at BST Hyde Park vs. those who did not.
BRAND IMAGERY UPLIFTS
+61%
is exciting and fun
+51%
is different from other brands
+48%
is a premium brand
+36%
is a brand I trust
KEY TAKEAWAYS
ENGAGING GEN Z
74% of Gen Z attendees at BST Hyde Park reported being more open to new ideas during live music events, the highest among all age groups. This underscores the opportunity to introduce new brands, products, and experiences to a new generation.
UNIQUE BRANDED EXPERIENCES
83% of individuals aged 18-34 valued brands that offered exclusive perks and discounts at live music events, demonstrating the significant appeal of these experiences.
INFLUENCE OF LIVE MUSIC
76% of 18–34-year-olds stated they were more likely to purchase or use products from brands that offered a chance to win tickets to live music events.
INSIGHTFUL FAN ENGAGEMENT
Our fan survey, the largest to date with nearly 3,000 respondents, shows promising early results. Over two-thirds of attendees indicated they would highly recommend BST Hyde Park to friends and family. This fan data is one of the many tools we use to demonstrate brand effectiveness, along with on-site behavioral data such as football, volumes, and spend + benefit redemption, as well as data from brand engagements pre- and post-event.
