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This was the main ad we ran for the first half of 2020. It was a massive success. We reached 400,000 video views, and the event was 80% sold out (on pace to 100%) before the Coronavirus pandemic shut the industry down. The festival only sold 50% of available tickets in 2019 so this was a massive boost compared to previous years.
We made this video to generate excitement around the line up this year. The goal was to make it short and to the point, while also showcasing the experience of attending a music festival in a hidden medieval kingdom. The campaign ended with 100,000 video views. We sold twice as many tickets as the previous year, as well.
Check out this "Same Day Recap" we made overnight between Day 1 (Wakaan "Thursday Takeover" Preparty) and Day 2. The purpose of these quick release recaps is to maximize "buzz" while the event is taking place. This buzz helps significantly boost single day ticket sales, using the power of FOMO (Fear Of Missing Out). We make a specific point of highlighting the stage production as well.
This is a new ad concept we tested that used engaging text to describe the unique experiences Dancefestopia offers. This one is showcasing the Thursday Night Wakaan Takeover on the Emerald City Mainstage. On Instagram, the post had 500% more more engagement than their average posts during the 2019 marketing cycle.
Just like the video above, we wanted to describe the unique experience Dancefestopia's venue offers attendees. This was the best way to show the magic of the forest, while also describing it in a detailed way that gets people excited to spend almost a whole week there. When re-targeted towards page engagement, we achieved a less than $6 cost per conversion.
We lead a 20 person video team for this festival in 2019. Check out this "Same Day Recap" we made overnight between Day 1 and 2. The festival announced some major changes a week before showtime (including relocating to a new venue), and the response was... not ideal, to say the least. This video (along with the song used) was made to send the message, "the noise doesn't matter, we're still having the time of our lives with the people who matter most."
We completed this recap 5 weeks after the event. Not a bad turnaround time, especially considering we had to change one of the tracks used 2 weeks into the edit. The local news audio overlay in the beginning, song selection, and the slogan "This Is Where we Come Alive", were all conceived by Digi Blue.
This video generated massive hype for the Dancefestopia brand a few weeks before tickets went on sale. This lead to us achieving a 50% increase in ticket sales over the previous year's opening day.
At Digi Blue, we're intensely devoted to our craft. We don't just settle for "cool videos" using footage from expensive cameras. We want to tell grand stories that highlight the magic of live music, and show the unique experiences offered by each individual festival. We traveled all over the country, were apart of the amazing communities, and bought tickets to attend these shows as fans, long before we ever started working at them. Our love f
Competition between the nation’s biggest festivals has hit a boiling point this year, all announcing their lineups and first onsales within a few days of each other, and all targeting the same broad audiences. People are losing interest in huge festivals with $300-$400 tickets, and are shifting their eyes to smaller "niche" events.
While the big players fight it out, that leaves plenty of room for smaller festivals to double down on a focused, defined market. The festivals that have embraced this strategy are already seeing success, even growing into national phenomenons in their own rights. BottleRock Napa Valley, for example, has thrived because of this focus on their target market: the foodies and wine connoisseurs of the Napa Valley and California Bay Area.
Average age: 32 | Gender: 59% male 41% female | Average Income: $75k +
Attends an average of 5-6 festivals per year, and is responsible for more than half of the total annual spend on festival tickets in North America.
Hardcore festies only make up 20% of festival attendees — but they spend an average of 78% more on festival tickets than casual fans (who attend only one festival per year).
Hardcore Festies are more likely to choose the deluxe ticket package: two out of five hardcore festies have bought VIP tickets to a festival, and they’re 19% less likely than casual fans to consider cost first when deciding to attend. And their passion shows — they spend an average of $419 on their most expensive festival ticket.
Hardcore festies have been to their favorite festival an average of three times.When deciding whether to attend, they’re 1.5x more likely than casual fans to consider the festival producer or promoter. They’ll also rally their friends. 69% of hardcore festies say their friends rely on them for information about upcoming music festivals, and they’re 42% more likely than casual fans to post on social media at festivals.
56% agree they'd rather attend a smaller, niche festival than a mainstream festival. What does a unique experience mean to these fans? 35% considered the availability of VIP access in their decision, 30% considered camping, and 23% considered non-music programming like talks, workshops, food/culinary experiences, and art installations..
Understanding how a "hardcore festie" decides on which festivals to attend, makes targeting them much easier, and very few festivals are going after them in their marketing. Our initial content puts the music festival's experience directly in front of their eyes, and then we follow-up with short precise ads highlighting the features that influence their decisions.
On social media people want to share their new discoveries with friends, and one of the top influences driving ticket sales is "friends attending". This creates what's called a “flywheel” of event discovery. Once the wheel is set in motion, it will spin faster and faster on its own momentum — growing a festival's following and attendance without taking up more of the marketing team’s time.