Sensation is a huge electronic dance music event that originated in Amsterdam and is now held all around the globe. It is defined by its all-white dress code, which results in a unique visual style, and an infectious atmosphere of unity.
The team at Sensation were looking to bring the festival to Australia for the second time, and wanted to provide a way to keep fans up to date and connected before, during and after the event. As it was going to be held in a stadium that could hold 50,000 patrons, they wanted to use this opportunity to really enhance the event experience, rather than just delivering a boring, standard EDM campaign. They engaged DIJGTAL to support them on all marketing communications to promote the event and support ticket sales, as well as establish and grow a following online.
After running a stakeholder workshop in order to understand the business perspective, we conducted guerrilla interviews with prospective attendees on the streets of Sydney. This allowed us to learn what they would expect from the event, and what could augment their experience.
In this research phase, we learned that customers wanted to access unique content, receive information and tickets before anyone else, and stay updated with the event.
This customer research was key to building a successful User Experience, as the event industry was flooded with similar but ineffective offerings. We wanted to make sure we weren’t like all the others.
We designed and developed a mobile-centric web app Minimum Viable Product (MVP), featuring three key things that were highly desired by the users: live updates from all related music events; exclusive competitions and offers; and event information. We also incorporated a live aggregator into the site, which pulled in content using the branded hashtags. The web app gave us a way to collect valuable data on all of the participants, enabling the promoters to understand their ticket holders’ needs and wants, which then influenced how the event was promoted and run.
We promoted the event via paid social media and search engine advertising, amplifying that activity with a content marketing campaign using their website, email and social media channels. All of which helped to build an online following in the process.
In addition to the above, we created a limited release, high-end VIP experience that was available for purchase called the White Ticket. This was designed to generate more buzz leading up to the event, and increase demand in ticket sales. Ticket holders were chauffeured to and from the event in style, with access to VIP entry and exits at the stadium. Working with the event organisers, we collaborated with premium liquor brands to create a luxurious VIP private suite. The suite also had a connecting dance platform that reached out above the crowd, floating in close proximity to the stage – the perfect spot from which to enjoy the show. It was a space where VIPs could mingle with the performing artists, dance, and enjoy fine dining food stations whilst sipping on top shelf beverages.
The web app, White Ticket VIP experience and marketing activity all contributed to making Sensation Australia a huge sell-out success!