From blockbusters to backstages: How to tap into Summer 2025’s pop culture moments
Summer brings more than just sunshine. It’s letting loose at a music festival, taking your kids to the latest blockbuster release or cheering for your team as sporting events unite fans all around the world. For marketers, you might worry that audiences are distracted. They’re away from their screens and spending more time outdoors, which means they might not see what you’re putting out there. The trick is to ride the wave of these cultural events and connect with audiences in ways that are timely and authentic – while also giving you space to have a bit more fun with your marketing.
Below, you’ll find some key events happening this summer along with tips for creating more meaningful marketing moments to capitalise on the buzz and increase your engagement. Let’s dive in.
Summer blockbusters
Summer has always been synonymous with big-screen thrills. The releases of Barbie and Wicked show that these aren’t just movies - they’re cultural events. More brands are starting to recognise this and are piggybacking off the anticipation and success of these blockbusters to up their marketing game.
Here are some key releases to look out for this summer:
Key releases:
Jurassic World: Rebirth (July 2): The latest instalment in the beloved franchise and a family-favourite crowd pleaser.
Superman (July 11): James Gunn's fresh take on the iconic superhero is already generating buzz.
Fantastic Four: First Steps (July 25): Marvel’s first family are back with a new cast and crew.
Happy Gilmore 2 (July 25): Adam Sandler is back with the long-awaited sequel to the 90s comedy about a rage-fuelled golfer.
How to leverage:
Thematic campaigns: Create social or email content that taps into the film’s vibe. Selling adventure gear? Tie it to Jurassic World’s sense of exploration. Selling sports products? Align it with Happy Gilmore’s unlikely sports star.
Collaborations: Partner with cinemas or streaming platforms for co-branded content, such as giveaways.
Social media engagement: Jump on any existing trends, use relevant trending audio, create short-form videos that connect to your brand’s offering, or share your team’s take on the film.
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Music festivals
Music festivals are not just about music; they're cultural phenomena that draw diverse crowds and the big ones are often televised. From festival fashion to mental health awareness to targeting prospective students, you can tap into so many different audiences and find a way to bring a little festival magic to your marketing this summer.
Notable festivals:
Glastonbury Festival (25-29 June): A staple in the UK music scene with a wide audience of all ages.
Reading and Leeds Festivals (21-24 August): Known for eclectic line-ups and youthful audiences.
How to leverage:
On-site activations: Think interactive booths, photo ops, or giveaways that integrate seamlessly into the festival atmosphere.
Festival-themed content: Create playlists, festival survival guides, or behind-the-scenes peeks that align with your brand personality.
Influencer partnerships: Collaborate with festival-goers to showcase your products or services.
Product tie-ins: If you sell summer essentials (think sunglasses, portable chargers, festival snacks), bundle them into “Festival Ready” packs to boost sales.
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Sporting events
Sporting events offer moments of national pride and collective excitement.
Key Events:
Wimbledon (June 30-July 13): The prestigious tennis tournament.
Women’s Rugby World Cup (Aug 22-Sept 27): Hosted across various UK cities, culminating at Twickenham Stadium.
England vs. West Indies T20I Series: Cricket matches drawing significant attention.
How to leverage:
Real-time marketing: Engage audiences with live updates and commentary. You can also run interactive polls or offer prizes or discounts to dedicated fans.
Sports-themed promotions: Offer discounts or special deals tied to game outcomes or offer time-limited discounts or bundles on game days to drive urgency and sales.
Related content: Blog posts, reels or stories that tie your product or services to sport’s values such as teamwork, resilience and competition.
Sponsorship: Sponsor local sports events or donate a portion of sales to grassroots sports initiatives. It’s a great way to build goodwill.
Integrating cultural moments into your marketing calendar
With marketing, you sometimes have to be flexible. Your calendar can’t be so rigid that you aren’t able to jump on a trend or share something more timely. That being said, there are ways you can plan your content around these cultural moments and align with what’s currently on your customers’ minds.
Create a cultural moments calendar: Map out events and build campaigns that align with experiences your customers are excited about.
Audience segmentation: Tailor campaigns to different audience segments based on event relevance.
Test and learn: Monitor engagement and sales data in real time and be ready to pivot if a moment takes off or fizzles out.
The takeaway
Cultural moments offer an opportunity to show your brand’s personality, build relevance and connect with customers in ways that excite them. Whether it’s the big screen, a muddy field or a tense sporting final, the best marketing makes people feel like they’re part of something bigger.
Ready to make summer 2025 your brand’s most memorable yet? Reach out to the Ideas + Outcomes team today.