Sonar and Glownet are partnering for the 3rd consecutive year to offer the audience the best experience. We always aim to give festival goers an amazing experience where they don’t have to think about queues, tokens or cash, but can instead focus on having an amazing time with friends and the best bands. Therefore we completely agree with Metro’s assessment:
Sonar Festival 2017: The line-up, the weather and Barcelona made this the perfect festival
Missed it this year? Hope to see you @ Sonar 2018!
After the huge success of the Spotify Experience at Bilbao BBK Live, Spotify asked Glownet to propose a new engagement concept for DCODE Festival.
DCODE Festival is organised by Live Nation in Madrid and has one the most competitive line-ups in the Spanish music festival industry. Based on this fact, Glownet proposed that festival goers vote for their favourite artists through Check-In Stations located around the site by tapping their Spotify RFID wristband.
Every 90 minutes the results of the most popular artists will be posted in real time on the big screen located at the main stages with the goal of creating a more social music experience.
Stage view tickets, speakers and Spotify Premium accounts will be given as incentives to encourage participation.
Spotify is a very active brand in the music festival industry, and as a streaming partner for music festivals understands very well that there are multiple opportunities for further brand awareness and end-user acquisition.
Glownet proposed innovative RFID engagement experiences to Spotify to target festival-goers at Bilbao BBK Live, one of the biggest music festivals in Spain.
The experiential marketing concepts Glownet delivered were:
Selfie stations positioned around the site so that customers could take instant selfies and apply Instagram-type filters. Simply by tapping their Spotify wristbands on a totem, customers were able to upload photos to their Facebook profile with an overlay of the sponsor.
Playlist Check-In totems located at the main stages giving the opportunity for registered customers to check-in while different artists were playing. Festival goers could share the playlist that their favourite artist was playing on Facebook by tapping their wristband to the Playlist Stations.
At the end of the festival customers received a customised playlist based on the artists they watched at the festival.
Samsung speakers, cameras, Spotify premium accounts were used as incentives depending on the levels of engagement achieved by their Facebook posts.
The objectives for this campaign were to register 3,000 users, generate 1 million impressions, 5,000 comments and likes, 1,000 playlists and photos. The results far exceeded these expectations:
4.3 million impressions
6,700 registered customers
18,000 comments and likes
3,100 Spotify playlists shared
2,300 photos shared