Vans Warped Tour
For the 2009 Vans Warped Tour I began our digital campaign nearly a month earlier than previous years, well before the tour or artist lineups had been announced. The goal was to reach die-hard Warped Tour fans, build connections with them on multiple channels, and then employ them as promoters of the tour.
Building Fan Connections I achieved this goal by building a custom “pre-tour” splash page, that featured multimedia content to tease the lineup, a Facebook Connect comment wall where fans could chat, and most importantly an e-mail sign-up field for fans to get registered for Warped Tour news and updates. We promised fans they would be the first to hear about the tour details and ticket news. This page helped build connections via email and Facebook. Facebook comments, the custom-made share button powered by addthis.com and the audio playlist built on imeem made the page easy to spread, and encouraged fans to tell their friends. Simply, we connected with the hard-core fans, and enlisted them to help us spread the word.
Enlisting Fan Participation In order to reign in the fans a bit and give them a single mission, I partnered with Fan2Band to build a Digital Street Team. This team of over 2,000 members used banners, widgets, the imeem playlist, and specially made Warped Tour videos to spread the word, always driving traffic back to the “pre-tour” page. The team generated over 5 million impressions on these tools, and nearly half of the traffic to the page.
Fan Engagement Keeping fans engaged from the launch of the splash page to the ticket pre-sale was imperative. One of the ways I did this was to initiate a first of it’s kind twitter promotion where fans were given the opportunity to “tweet” their favorite song from any Warped Tour band, past or present. By partnering with twt.fm to power the contest, fans were able to create their own custom “station” to tweet their songs. The clincher for this initiative was the contest piece. Fans who tweeted were automatically entered to win tickets to the entire Warped Tour. VWT fans responded in mass and tweeted over 11,000 songs, driving our #warped09 hashtag to the top trending topic several times. In addition, this contest drove over 30k visitors to our sites. Finally, this promotion helped build the newly created Warped Tour twitter profile.
Results These efforts were all extremely successful, generating over 40k new connections via email, 38k connections on twitter, and 21k new fans on Facebook. A total of 99k new fan connections. This work, combined with intimate artist interaction, partnerships with Alternative Press, a limited edition 3D ticket, a small amount of digital advertising, and a carefully executed e-mail marketing strategy led to an extremely successful ticket pre-sale. The 2009 pre-sale sold 49% more tickets than the previous year.
Warped had its strongest Internet pre-sale ever, up 48%, from 24,000 to over 35,000 this year, according to Lyman. “Now it’s selling like the Warped tour, but we’ve got a pretty good head start,” Lyman says, attributing the increase to a more coordinated digital marketing effort.
(link via Billboard.biz)