Brand Tracker

Welcome to the automated Brand Tracker diaries.

New Zealand

Live music becomes the new currency of brand loyalty

Brand: Live Nation

Campaign: 2026 Loyalty Study: Love and Loyalty

Source: https://stoppress.co.nz/news/live-music-becomes-the-new-currency-of-brand-loyalty/

Goal: To explore how live music can enhance brand loyalty and consumer engagement.

Claim: Live music creates powerful and lasting connections between brands and consumers.

Summary: Live Nation Aotearoa’s 2026 Loyalty Study reveals that New Zealanders prioritize experiences over transactional rewards in loyalty programs. The study found a strong desire for brands to connect authentically with fans through live music, highlighting that 97% of participants are part of loyalty programs and that live music perks help brands stand out significantly. Consumers value the emotional impact of live music experiences, suggesting brands incorporate more engaging and meaningful rewards related to live events.

Singapore

Concert culture is booming, but the audience is bigger than the venue

Brand: KFC Singapore

Campaign: Concert Nation 2.0

Source: https://www.marketing-interactive.com/concert-culture-is-booming-but-the-audience-is-bigger-than-the-venue

Goal: Engage fans through concert-related activities

Claim: Earn points through purchases and participation in concert activities

Media: Social media, mini-games

Summary: KFC Singapore's 'Concert Nation 2.0' program allows fans to earn rewards like concert tickets and VIP experiences through purchases and social engagement related to concerts, extending the concert experience beyond the event itself. This initiative reflects the growing concert culture across APAC, where live music attendance varies significantly among demographics.

concert culture fan engagement live music

Uruguay

A New Solidarity Grill is Coming (the 8th edition of the Peluffo event arrives with a family party)

Brand: Fundación Peluffo Giguens

Campaign: 8th Solidarity Grill

Source: https://infonegocios.biz/y-ademas/se-viene-una-nueva-parrilla-solidaria-la-8-edicion-del-evento-de-la-peluffo-llega-con-fiesta-para-la-familia

Goal: To support the operations of Hogar La Campana for cancer patients

Claim: Equal access to cancer treatment

Media: Live music, children's activities, food sales

Summary: The 8th Solidarity Grill organized by the Fundación Peluffo Giguens will take place on September 6, at Parque Villa Biarritz. The event will provide family entertainment with live music, shows, children's games, and a variety of food options. Proceeds will support Hogar La Campana, which provides accommodation and support for cancer patients traveling to Montevideo for treatment. This year aims to enhance children's activities and streamline food purchasing through early ticket sales.

cancer support charity family event live music