A few weekends ago I went to an all-ages outdoor music festival that featured several currently popular entertainers including Pepper, Slightly Stoopid, Rebelution and J.Cole. I challenged myself to do something out of my comfort zone; attend an outdoor music festival. Unbeknownst to me, I would wind up leaving the popular venue with several valuable lessons that are important for even a digital marketer (as I am) that typically has little to do with events or experiential marketing. The first thing I learned was that I am not quite as suited for an outdoor music festival as I assumed. Having expected a sit-on-the-grass experience as I enjoyed at my last music festival (Lollapalooza ’95 in Columbus anyone?), I was ill-prepared for the standing room only, pushing/screaming of passionate fans while in 105+ degree Arizona heat. More important than this personal realization however were the experiential marketing lessons I learned that day from the energetic youth and the brands that engaged them.