ArticleTobacco prevention & cessation2025
Investigating an e-cigarette brand's use of music festivals for social media campaigns and experiential marketing.
Article in Tobacco prevention & cessation, 2025. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 3 papers.
What it found
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The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
The trial behind it
Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.
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Who cites it
3 citing papers in PubMed.
- Monitoring of tobacco product marketing for rapid public health surveillance in the United States.Preventive medicine reports · 2026Article
- The use of interactive and engaging events in Austin, Texas, to promote the US return of IQOS.Tobacco prevention & cessation · 2026Article
- Music festivals, exclusive concerts and reward programmes: nicotine pouch promotion on social media.Tobacco control · 2025Article
Corrections and comments
PubMed lists nothing against this paper. Absence here is not a guarantee, only a check that was made.
Authors and funding
4 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
Geek Bar is an e-cigarette brand that has seen a substantial rise in sales in the past year. During this time, the brand has utilized an extensive experiential marketing campaign targeting music and arts festivals, especially electronic dance music (EDM) events. This campaign utilizes both festival attendance and social media to create associations between the brand and EDM culture. To analyze this campaign, we downloaded and coded 18 months of Instagram posts by Geek Bar for the festivals mentioned and relevant themes. During the last six months of data collection, 39% of all Instagram posts by Geek Bar were about festivals. The account regularly drew connections between the brand and EDM culture, showing artists/DJs performing alongside young, attractive e-cigarette users. Such attempts to create ties between the brand and EDM culture are concerning given the younger age of EDM fans. These techniques will likely continue due to the lack of regulations and enforcement on e-cigarettes and experiential marketing.
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Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.