Beyond the Pitch: Music at Wembley

Wembley Stadium is considered a national institution in the UK, with it’s arch part of the world-famous London skyline. This coveted venue is the largest in the UK, seating 90,000, and holds interesting historical significance. The biggest artists dream of playing Wembley, and the stadium has been listed on hundreds of their world tours for decades, making the events that are held there some of the most anticipated shows in the world. The prestige that comes from playing Wembley Stadium is like no other.

 

The stadium itself has a rich history being first constructed in 1923 and hosting the FA Cup in its first year, what followed was decades of major sporting tournaments as well bringing to the stage some of the most famous names in music such as; Madonna, Beyonce, Elton John and Harry Styles.

 

Last year was particularly notable for music at Wembley, with the stadium welcoming one of modern music’s most iconic recording artists: Taylor Swift. Swift performed an astounding eight times, making her the first solo artist to play the stadium that many times during a single tour. This record is set to be broken soon by Coldplay, who are scheduled for an incredible ten nights on their current tour, playing to an estimated 900,000 fans.

 

An estimated 720,000 fans flocked to Wembley for these concerts, and our BOXPARK Wembley site was at the heart of the action. Popular brands capitalised on this by activating campaigns during the events. Using our AdMobilize camera technology installed on the BOXPARK screen, we captured key metrics from five days of Taylor Swift’s concerts. The technology measured over 2.8 million impressions in five days, with the highest single-day delivery reaching over 600,000. This clearly demonstrates the immense opportunity for brands to target highly engaged fans during major events at the stadium.

This summer, Wembley Stadium is set to be a music lovers’ dream with world-renowned artists such as Oasis, BLACKPINK, Lana Del Ray and Coldplay taking to the stage to perform to sold-out audiences. With the advent of these shows, there presents an unmissable chance to target thousands of music fans in receptive mindsets as they flock to the stadium to watch their favourite artists.

 

Live entertainment, particularly music has the ability to capture and engage audiences in ways which other music cannot. Those attending concerts are seen to be in an excited moods and are highly engaged which in turn creates a prime opportunity for brands to target them using OOH. These consumers are more likely to engage with ads, as well as obtain higher brand recall and campaign message.

 

Due to its high reach and ability to impact large audiences quickly, OOH advertising is a clear choice for key events like concerts and sporting matches. Very few other advertising mediums offer the chance to reach mass audiences in the way OOH does, and our BOXPARK Wembley site is no exception. Located directly on Wembley Way, a primary route to and from the stadium, our striking screen is unmissable to the throngs of fans, creating a lasting impact beyond first glance.

 

Although Wembley Stadium is seen a predominantly a sporting audience, brands should not discount the opportunity to reach music focused and other high-engaged audiences this summer. To learn more about opportunities to advertise on BOXPARK Wembley, please contact sales@openmedia.uk.com