How i launched a buzzworthy digtal marketing campaign

Crafting a data-driven digital campaign of an artist's nationwide tour for the ultimate fan experince!

case study, digital strategy, design, development

Introduction

Partnering with Florida event company CreativesOnly, I was tasked with delivering a digital strategy and a platform to help launch artist Sylvan LaCue's concert at Orlando, FL's BackBooth venue for his nationwide tour 'The Loner Tour'.

Through the campaign I utilized my 8Pounds Music platform (built on the PHP based CMS, WordPress) to operate as an Ecommerce and 'infotainment' hub.

The concert was a huge success resulting in optimal sales and a boost to all parties' brand recognition and followings on Facebook, Instagram, Snapchat, and Twitter.

Insights

Taking advantage of the Ticket Tailor service I tracked meta data of ticket sales such as: purchasing method, and most importantly referral method percentage difference, then using javascript to create a visual with d6 of the data. These information will later be of huge value in increasing future events' potential revenue.

The Stripe API came in handy for making easy, and secure credit card transactions with an emailed receipt.

Technology

Each link to the ticket kiosk were embedded with a Facebook pixel for additional tracking to give in-depth analytics of customer demographics from the concert's Facebook event page and ad campaign I created.

Conclusion

Influencer Marketing was used and platforms such as Orlando Weekly advertised the concert. Orlando Weekly is distributed to more than 1,000 locations citywide including Full Sail University, UCF, and Valencia College.

The campaign was a great learning experience in online marketing and collaborating with a talented team in an agile work environment. The head liner Sylvan LaCue, would later join Saba Pivot's nationwide tour, and the event company CreativesOnly, partnered with DJ Khaled's college festival in Miami, FL.

A video recap of the event was produced and co-directed by videographer Pat Frazier and myself. The recap was released on my 8Pounds Music YouTube channel for fans to relive the amazing experience whenever, and as a testimony to what type of experience could be delivered for future projects to come.

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