The first time I ever had to run an authors
publicity marketing campaign by myself
This is me right now
This weekend thousands of music lovers from around the country will be in Grant Park, Chicago, Illinois, enjoying the sweet tunes from an insane plethora of artists ranging from The Heart and the Head to Zeds Dead, from The Tallest Man on Earth to Little Dragon. If you haven’t noticed yet, I am extremely upset about missing the whole shindig.
Fortunately for me, I will be able to catch a lot of the acts all in the way from the East Coast via YouTube!
I’ve always said: “if you want to know what the next step in social media marketing and interaction will be, go to a summer music concert.” Okay, I’ve never actually said that out loud; but I’ve certainly thought about it all year. Lollapalooza, like most major music festivals the last couple of years, has figured out how to integrate social media marketing with their overall concert experience. All year they have one of the most active Twitter feeds: announcing the highly contested first round tickets via their Twitter feed (@lollapalooza), presenting line-up on Twitter and Facebook, and overall building hype on the interwebs via freebies, insider scoops, and links all year long.
Once the magical weekend finally arrives, they Live-Stream two stages throughout the entire day, presenting the whole thing on this decked out YouTube page:
They’ve even got their Lolla Swag involved in the twitter action. Attending a crowded music festival during the squelching month of August is not exactly the coolest thing one can do during the summer. Lolla is constantly finding ways to get concert attendees to drink water: last year they had free hydration stations scattered throughout the park.
This year it looks like they’re handing out water cartoons with the pharase: “Boxed Water is Better” on one side, and “#lolla” on the other. Genius.
Dell has this campaign on Twitter:
Is all this actually working? Well, Lollapalooza may not be the biggest music festival of the year, but at the end of their first day they had 3 of the top 10 trends on twitter (#lolla, #blackkeys, #Wale) and the local nbc news stations tweeting at them. (Keep in mind that this is during the Olympics) Not bad at all.
Can it get better? Totes. How? RFID. What? Radio Frequency Identification Badges.
Music concerts already have RFID badges, they’re the wrist bands that 3-Day-Pass customers receive. RFID has been mainly used to make the lines at the gates go by faster: simple scan and go technique. This year, Bonnaroo created the “largest Live Click In Station ever made,” Coachella clocked in 30,000 likes from their stations. Despite all this success, more needs to be done.
Check out this hotel in Ibiza for example (ignore the people, they unfortunately come with the island):
While I don’t think a hotel is exactly the right kind of place for these type stations—how many times can you really check into the poolside bar?—they are on the right track. These stations need to be scattered everywhere. They have to double as photo booths. It’s not about size of the station but rather accessibility.
- Connection to sites in addition to Facebook is a must. (Facebook is not nearly as powerful as it used to be. Post coming soon.)
- Move past just liking the festival and simply being present. Users need to be able to choose which specific bands to “like” or tag.
- Wireless stations? (might not actually be possible yet)
What Lolla and other music festivals understand, and anyone looking to find success with digital marketing, is that the name of the game is seamless integration. The idea that you are surrounded by #’s and check-in reminders without feeling like someone is pushing them on to you. Here’s an analogy: it’s the difference between going on vacation and having street vendors selling you seashells to bring back home “for the memories,” and grabbing the shell off the beach yourself; the shell functions as a remembrall of sorts (boom Harry Potter reference) yet the second one seems much less forced. It’s not an easy concept to fully grasp, and why many companies fail miserably online.
Overall, Lollapalooza is doing wonderful work with social media and overall branding of their concert. In all honesty, this post was suppose to be written last year—when I actually attended the event—and they could have improved on RFID stations and the like. I’m actually super jealous of all of my friends that managed to make it to Chicago this year, and am reduced to bitterly writing incredibly long Tumblr posts.
Yes, Fan Art and the fandom community around it is a wonderful exhibition of creative expression in the modern age, however I’m reblogging this video less because of the creative conversation and more because of the manner in which this internet community is discussed. This video has some of the “biggest” names in the Fan Art world essentially admitting that they have little to no control over anything. Here’s what I learned about finding success with original content:
- create, create, create
- share it as wide as possible
- listen and respond
- continue to reproduce what people like
- rinse and repeat
No one has control over the “online community.” Businesses are starting to build internet-based campaigns which rely heavily on positive user reception, the only problem being that it’s very hard to predict when/where lightning will strike. Success, then, is found by those who continue to produce material, and listen very closely to how it is received. “Listen and respond” - Hitch
Fan Art: An Explosion Of Creativity The fan art community is one of the most creative and active online. Taking pop culture stories and icons as its starting point, the fan community extends those characters into new adventures, unexpected relationships, bizarre remixes, and even as the source material for beautiful art. Limited only by the imagination of the artist, the fan art world is full of surprises and brilliance.
All fiction is fan fiction…all art is fan art…