We devote a lot of space in this blog to talking about digital marketing for events – but as with anything else, all the best practices in the world will never replace hands-on experience. Fortunately, as an event marketing software company, we get the chance to work with a lot of clients who run various types of events, which helps us gain that much-needed real world perspective.
In this article, we’ve collected four examples of events that really nailed the whole online marketing thing as a way to build an audience, keep that audience engaged, and most importantly – sell more tickets. Check them out below, and feel free to ‘borrow’ any ideas that can help you promote your next event.
You can skip directly to specific examples by using these links, or read on for more details:
- Selling 50K tickets to a new event
- Data-driven event marketing using Spotify and Facebook
- Building the perfect lineups through audience intelligence
- Increasing Spotify engagement through gamification
Sensation takes a new event from zero followers to sold out
Sensation is an indoor electronic music event held by the ID&T entertainment group. Originally held in Amsterdam, in recent years Sensation has also been held internationally in Mexico, Singapore, Bangkok and a host of other locations.
Sensation’s ‘Celebrate Life’ event debuted in Australia in 2017, at the Spotless Stadium in Sydney – capacity 50,000 people. With just six months to go until the event, Sensation had to build up its local social media presence from scratch and generate enough hype to sell thousands of tickets.
By effectively using pre-sale registrations, attendee data insights, a post-purchase referral program and targeted messaging across various channels – email, social and SMS – Sensation managed to create a sizeable social media audience. More importantly, they managed to sell every last ticket!
To learn more, read the Sensation case study
Midnight Mafia gains a 360° view of fans
Midnight Mafia is an indoor music festival, held annually. For its 2018 event, the organisers wanted to ensure strong ticket sales from the get-go by promoting pre-sale tickets, targeting both their existing fanbase as well as new audiences.
By integrating Spotify and Facebook registration on their pre-sale promotion page, Midnight Mafia could capture valuable data from both of these apps. They could then align the datasets to get a complete picture of their fanbase – from their age to the favourite artists on their Spotify playlists.
To learn how the organisers used this data for hyper-targeted campaigns on social media, check out the Midnight Mafia case study.
Origin NYE builds a data-driven lineup
Origin NYE is a New Year’s Eve music festival, held annually for the past decade. In 2017, Origin set out to run its biggest event to date, hosting 30,000 attendees; and as their audience had grown over the years, the organisers needed a way to identify the artists who would be most appreciated by their diverse fanbase.
By running a competition and capturing attendee data, Origin was able to access Spotify playlist data in order to discover the most popular artists, genres and styles among event-goers – and used this data to tweak their lineup to perfection.
To learn how Origin NYE tapped into Spotify data, read the case study.
ASOT leverages Spotify to engage and communicate with fans
ASOT (A State of Trance) is a trance music festival that is considered a must-attend for many fans of the genre. For its April 2018 event, the organisers of ASOT identified an opportunity to build engagement with their audience through the Spotify app.
The organisers launched a digital campaign built around a gamified sign-up process, with fans getting points for social follows. By incentivising Spotify as the preferred channel to follow, ASOT could drive a significant number of new and existing fans to follow their channel on the streaming music app.
Learn how the organisers used their newfound Spotify following by reading the ASOT case study.
Want to get valuable data insights for your next event? Check out Audience Intelligence to boost your event marketing analytics. Still struggling with the basics? Read our guide to Facebook event image sizes.