When I was in college, the number-one rule of hosting an event was to always provide free food. Didn’t matter what kind of event it was, didn’t matter if the food was a sit-down meal or just a candy bar, all you needed was the promise of free food, and your attendance numbers would skyrocket.
However, this is kid’s stuff compared to the free swag at Cannes. Here’s just a sampling of what I was able to get:
There were free t-shirts. Free hats. Free tote bags. Free water bottles. Free fans. Free headshots. Free microphones. Free makeovers. Free sunglasses. Free tattoos. Free power banks. And of course, free food and drinks.
In addition to the main events happening in Palais I and II, many top brands at Cannes had their own booths, cabanas, or larger activations, where they hosted their own events, immersive experiences, and of course, offered free stuff.
So, what can we make of this? Free stuff for poor college students is a no-brainer, but why is there so much free stuff available at Cannes, where the attendees can surely afford t-shirts and hats, let alone some food?
It’s a branding opportunity.
When I had “tattoos” on the list of services and items that were available for free, I wasn’t kidding. Pinterest’s activation offered free tattoos and piercings to attendees, along with tooth gems, hairstyling, upcycled jewelry, and the opportunity to customize tote bags, luggage tags, baseball caps, and more. I was able to snag a luggage tag and tote bag, and immediately decided to go down the humorous route with my customization:
And Pinterest wasn’t the only brand that offered free items. TikTok’s offerings included their own tote bags, bucket hats, Aviator sunglasses, and microphones. Even less “fun” brands like Boston Consulting Group provided water bottles to anyone who stopped by their cabana—which I greatly appreciated given the Cannes heat.
It’s important to remember that this free stuff isn’t just available for the
sake of being available—it’s an excellent way for each company to brand itself. Pinterest has been rebranding itself over the past few years as a platform of inspiration, where you can go to discover everything from your next recipe to your next vacation. Of course, a social media platform that is all about helping the user be inspired will offer the opportunity to find that inspiration through a tattoo or the chance to customize their own tote bag.
Likewise, everything that TikTok offered was related to the TikTok brand in some way. Bucket hats are so popular among Gen Z that they’ve become a symbol of TikTokkers, and therefor TikTok itself, in the same way that wide-brim sun hats were popular among Instagram influences five to ten years ago. All the tote bags featured phrases or catchphrases that had originated and gone viral on TikTok, such as “#cottagecore” or “in my tote era”. And of course, the microphones had to be included so that everyone could film hauls of all their Cannes swag once they got to their hotel rooms, and then upload to TikTok with the appropriate hashtags.
Even a brand like BCG can take advantage of an opportunity to brand themselves with the right item to give away. For a brand that prides itself on its results, impact, expertise, and integrity, what better way to make themselves memorable to Festival attendees than by giving them their own stainless steel, vacuum-insulated bottle that will keep water cool all day long?
After all, there ain't no such thing as a free lunch-- even in Cannes, it comes at a price.
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