For its 2018 Midnight Mafia event, Harder Styles United (HSU) decided to go all-in on online event marketing in order to drive ticket pre-sales and run their biggest event to date.

Type of Event
Indoor Festival

Sydney, NSW, Australia


Features used
Pre-sale promotions, Audience Intelligence, Spotify integration

The goal: find the perfect audience for targeted online marketing

Towards its May 2018 event, HSU decided to heavily promote pre-sale tickets to both new and existing audiences. To do so effectively, the organisers needed a finely-tuned understanding of their audience’s demographics, locations and interests, which would allow them to run hyper-targeted campaigns on social media and drive ticket sales.

The solution: combine Facebook and Spotify data for powerful marketing intelligence

By launching a pre-sale promotion and enabling fans to sign up with their Spotify and Facebook accounts, HSU was able to capture valuable data from both sources and then align the two datasets for truly deep insights into who their fans were, where they were located, and which artists they were listening to.

With its bolstered Spotify following, Midnight Mafia could use the app as a means to communicate directly with its fanbase – even going so far as to announce lineup additions to their event by adding tracks to their playlists, to the delight of their thrilled Australian fans.

The Results

4328 pre-sale signups
Lineup changes announced
via Spotify
360° view of the fan base