Three years of festival coverage for ABC+ Warranty

ABC+ Warranty sponsors The Brit Fest, a 30,000-plus attendee UK music festival in Altrincham. A festival weekend is the definition of one-pass content: whatever gets captured across those three days has to carry the brand's channels for months, and there are no reshoots.

When the brand stepped up to main stage sponsor in 2025, the job grew with it. The existing social agency could commit to one day of coverage, there was no content strategy, and multiple external contributors, press, radio, magazine and photography, were involved with no coordination layer between them.

Year one, 2024, was capture done properly: three days of filming, a highlights film and a photo library the brand could draw on all year.

Year two scaled to match the main stage step-up. A formal content strategy ahead of the event with six defined pillars, an on-site media briefing aligning every contributor around shared priorities, and primary responsibility for all media coverage across three full days: real-time content prioritisation, daily upload workflows, live social management from the ground, and sponsor integration across main stage screens and the press wall.

Year three, 2026, widened the deliverables again: highlights cut in landscape and vertical, a set of short-form social clips, a curated photo library and social strategy coordination, all planned around the edit before a frame was shot.

The clearest result is the shape of the engagement itself: rebooked three years running, with the scope and the trust growing each year. Event coverage is a one-pass job, and the rebooking is the review.

The measured 2025 campaign showed what the coverage does commercially: Instagram reach up 161.4% over the 30-day event window, 10,529 content views with 63.8% from non-followers, and Stories driving 54.3% of views, real-time content from the ground doing the heavy lifting.

The 2026 films and photography are on this page.

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