Festivals are an ideal setting for experiential marketing campaigns as brands try to blend in seamlessly with the mood-altering atmosphere of a communal celebration. “The trend is no longer just marketing,” said Joe Lucchese, founder and owner of Pro-Ject, a 5-year-old, Chicago-based experiential marketing agency that manages sponsorships for Spring Awakening. “Their goal is to sell as much product, in a thoughtful and unique way, as possible at each festival.”