Bergenfest og Widerøe: Frykter at gratisgaver kastes

Widerøe distributed thousands of green rain ponchos and bucket hats to attendees at Bergenfest to provide weather protection and brand visibility. According to marketing manager Glenn Wangen, the airline provided the gear in front of the “Widerøe Baren” to meet the needs of a city where it rains frequently.

The airline exhausted its initial stock of thousands of hats and ponchos during the distribution. Wangen stated that new supplies are being flown in from Torp to continue the promotion.

Why did Widerøe distribute rain gear at Bergenfest?

Glenn Wangen, the marketing manager for Widerøe, stated the company wanted to fill a practical need for attendees in a rainy climate. He acknowledged that the move also serves as a strategic opportunity for the airline to advertise its brand.

Wangen admitted there’s a risk that the items could be discarded after the event, noting that the ponchos are made of plastic. However, he expressed hope that attendees would keep the bucket hats, which he claims are of high quality.

Did You Know? Widerøe is flying in additional rain gear from Torp after running out of their initial stock of thousands of items.

How does this differ from previous festival promotions?

The initiative follows a similar promotional stunt by Egon during a Bruce Springsteen concert, which faced criticism in BA for being unregulated and creating waste. Nes, the general manager for organizer Bergen Live, previously described such uncontrolled distributions as an “uting.”

Nes now views the Widerøe distribution positively, stating that the current materials are certified and meet environmental requirements. He noted that no entity is permitted to distribute non-certified items at the event.

Expert Insight: Samantha Carter notes that the transition from “uncontrolled” giveaways to “certified” materials represents a shift in how brands manage the trade-off between mass visibility and environmental accountability in high-traffic event spaces.

What do attendees think of the free merchandise?

Attendees Kaja Hegerland and Victoria Christensen called the ponchos “perfect” because they had not brought jackets and the weather forecast had not predicted rain. They described the giveaway as “just great.”

Stina and Cecilie Grindheim, who traveled from Etne, also praised the gesture. While Stina Grindheim doubted she would wear the poncho in the city center after the festival, Cecilie Grindheim stated she would likely keep the bucket hat because it is “cool.”

What may happen next with the promotion?

Because the airline is transporting more stock from Torp, the distribution of gear may continue for additional festival-goers. This could lead to further brand visibility, though the long-term environmental impact may depend on whether attendees follow through on keeping the higher-quality hats.

Since Bergen Live does not sell ponchos on-site, the airline’s provision of free gear is likely to remain a primary source of rain protection for unprepared guests.

Frequently Asked Questions

Why did Widerøe provide free rain gear?
According to marketing manager Glenn Wangen, the airline aimed to fill a need in a rainy city and create a promotional opportunity for the brand.

Is the rain gear environmentally friendly?
While Glenn Wangen admitted the items are plastic, Bergen Live general manager Nes stated the materials are certified and follow environmental requirements.

How did the promoter’s view change from the Egon stunt?
Nes criticized the Egon distribution as uncontrolled; however, he supports the Widerøe initiative because it is regulated and uses approved materials.

Do you think free brand-sponsored gear at festivals is a helpful service or an environmental risk?