Case Study – Reading & Leeds

How does a festival keep its fans excited for the other 51 weeks of the year?

When we first took on the Reading & Leeds campaign in April 2011, we noticed a huge disconnection between the festival and its online audience.

Identify the audience and open up a two-­way line of communication. Festivals are an integral part of any music lover’s summer. We know exactly what festival audiences want!

It’s not about the hard sell, it’s about making fans feel like you care about them! Make the most of content year round! We shared fan sourced content creatively with a unique Reading & Leeds twist. We recreated festival atmosphere online Create excitement and make the ordinary, extraordinary!

We connected with with fans individually through a mutual love. We had teams on both sites creating audience and atmosphere focused content showcasing the festival in a way never seen before.

– Live tweets and news – Real-time photos – HD video content

Throughout the weekend fans told us that they loved our updates & felt really involved in the weekend – even those who didn’t have tickets!

Beyond the well-­known main stage draws, festivals also give music lovers the opportunity to find new music to fall in love with, claim as their own and have bragging rights over their friends.

We gave ALL stages and artists a passionate focus from Main Stage to the BBC Introducing stage offering fans value for money in a very competitive festival market.

Not only did we help sell the festival out, we increased both the width and depth of the festival’s online audience.

Twitter – 30,000 new followers
Facebook – 100,000 new likes

Created a 365 community and effectively reconnected the festival to its audience, who will keep coming back year after year!

Creative content – Facebook video tabs – Interactive line up posters – Live photo streams – Festival videos – Downloadable maps

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