Origin NYE is a New Year’s Eve music festival, held annually since 2007. Over a decade it has grown from a modest production to the leading NYE event and largest music festival in Perth, Western Australia.

For NYE 2017, Origin set out to run its biggest event to date and create an unforgettable experience for the thousands of attendees, as well as to create ongoing engagement with fans for future festivals.

Type of Event
Music Festival

Location
Perth, Western Australia

Attendees
30,000

Features used
Pre-sale promotion, competitions, Spotify integration

The goal: to build the perfect lineup

With a diverse and growing audience, Origin wanted to identify the most captivating performers in a way that would also be highly engaging for fans.

The solution: competition + Spotify login = major audience insights

Origin created a pre-sale promotion – a competition they promoted through Facebook, in which fans needed to sign in with their Spotify account in order to win a VIP pass for the event.

Using Audience Intelligence, Origin was able to use this Spotify data to uncover the exact artists, genres and styles that most resonated with their dedicated fan base, and use these insights to create a stronger lineup for their future events.

The Results

7690 competition registrants
12% increase in ticket sales across the brand
New acts booked based on Spotify data
Massively successful event