An event takes places within a certain time frame and has a specific thematic structure as well as a festive atmosphere. Further characteristics are a positive experience as well as the emotional charging of participants. Moreover, there is a high contact intensity. Occasions for events can be of cultural, sportive, economic or socio-political nature. Companies often use the gathering of large audiences as a change to increase awareness for their brand, e.g. through the distribution of promotional products. These include sun glasses, key chains, drinking bottles and caps.