We set out to find the ultimate fan of the largest music festival in the southern hemisphere.
Rhythm & Vines are in their 11th year and is hands down NZ’s biggest and best festival of the year located in sunny Gisborne over new years eve. They needed a campaign to drive hype around the release of their ticket sales to the public, so we set out on a quest to discover who the ultimate R&V fan was.
The concept is simple and using some clever integration we managed to devise a plan set to create some serious competition for an amazing set of prizes up for grabs. Users land on the responsive designed competition site to a preview video of the campaign and a brief explanation of the competition specifics. Simply, sign in with Facebook and enter the comp by entering in your purchased ticket number to R&V, (using real-time ticket sales data via an API we created for the ticket agents, MintTix) earn points by inviting as many of your friends as you could and sharing across your selected social networks. We rewarded entrants with extra points by tracking their invites and issuing bonus points for those who received invites and went through the process until a ticket was bought and registered back at our site. So we could see how many organic referrals came from users active in the campaign. The people at the top of the leaderboard take home the top prizes!
Running over a few weeks, we had a huge number of entries with over 33,000 visitors (targeting 18-20 y/o) through the site, and over 54,000 invitations sent. The highest number of points was earned by one person inviting over 5000 friends!! Clearly they were the ultimate fan! The campaign ROI proved the most impressive stat however with over $1.8 million in ticket sales taken during the campaign.
Fireworks all around we would say.
Fan to Ultimate fan ratio
Target Audience Engagement
Jandals lost every year
- Custom Solution
- Digital Campaign
- Facebook Development
- Social Media
- Web Development