Not only was Lolla effective in enhancing the festival experience with UGC, they did so while integrating their sponsor, National Geographic. This year, however, Lollapalooza took UGC to the next level with this National Geographic-branded interactive tower! Hyped-up fans were able to show off their best poses, snap a selfie, and feature on the tower’s social board by sharing photos with '#lolla'. We said that live music is making a comeback, and nothing exemplifies this more than one of the most iconic festivals in the world - Lollapalooza. Lollapalooza Tower - National Geographic Integration This just goes to show the power of data, and what a long-term data collection strategy can do.Ĩ. Given that the festival sold out their single-day tickets in 6 hours, this simple act of sending a direct message to purchase made them feel more ‘seen’ and built further loyalty.

Using the data collected, Outside Lands targeted specific fans, sending them a direct SMS to purchase single-day on-sale tickets. What did all this lead to? Their forward-thinking allowed the team to super-serve their most engaged fans in anticipation of a “sell-out” event year. From digital activations, app integrations, and ticketing data, Outside Lands has been successful in building a large audience of fans who have opted-in to SMS communication.

The team at Outside Lands has been on a long-term journey of data collection and specifically, fan opt-ins. This is a perfect example of what the culmination of an effective engagement strategy can look like. With the creative juices flowing and the growth of data-sponsorships in music, the bar has been raised higher for authentic engagement opportunities.īelow are creative engagement campaigns and partner activations that stood out for us in 2021. This year marks the tip of the iceberg for the types of digital campaigns that festivals, labels, and artists can execute. It's been a long time due, but we can finally scream from the rooftops - Live Music is back, baby! Following a difficult hiatus, the music industry can finally flex its muscles and push the boundaries of creativity, data-driven strategies, and digital literacy as a whole.

Music digital activation