13 minutes that can change your brand. the case study of tomorrowland
DESCRIPTION
Author of this research is looking for a job!:) Tomorrowland music festival experienced a rapid growth of online popularity at the end of 2011 - beginning 2012. Reasons & consequences are discussed. Presentation is based on the Master thesis of Business Administration outcomes "Communication Strategies via Social Media. The case study of Tomorrowland". You're welcome to request the whole thesis py posting the comment below.TRANSCRIPT
What is
Well…
Tomorrowland:
“Best European Festival” according to the International Dance Music Awards , 2011
“Best Music Event of the World” according to the IDMA, 2012
Tomorrowland:
3 days of Electronic music in Belgium every July
Approximately 60,000 concert-goers
Is it popular?
Oh, Yes.
Even Now.
And Now.
And it is getting
more and more popular with every minute.
How?!
Social Media.
Tomorrowland has accounts in Facebook Twitter YouTube
And knows how to use it.
Wanna learn?
Sure.
“Tomorrowland 2011 aftermovie” is a 13 minute compilation
of the festival’s best moments uploaded on YouTube on
August 29, 2011.
Very nice video. People loved it.
It contained summer, music and happiness.
And David Guetta.
That’s how it was.
100,000 video views
in 2 days
YouTube
movie posted 29.08.2011
Fb post with 2948 likes
249 comments
58 shares
2 promo twits with 74
retweets
They’ve just uploaded the video and left one post on Fb.
Okay, and couple twits.
100,000 views in two days. Impressive?
Not Yet.
It continued.
1,000,000 video views in 2 weeks
YouTube movie
100.000 views on 31.08.2011
2 Fb posts with 4584 likes
351 comments 279 shares
2 promo twits with 7 retweets
One million views in 2 weeks.
Promo? 3 Facebook posts &
4 tweets in common.
Guess who did it. People.
5,000,000 video views in 7 weeks
YouTube
movie
2,000.000 views on 26.09.2011
2 Fb posts with 5515 likes
374 comments
1635 shares
promo twits with 31 retweets
3 more waves and…
2,000,000 video views in 3 weeks
YouTube
movie
1,000.000 views on 13.09.2011
Fb post with 1011 likes
126 comments
21 shares
4 promo twits with 30 retweets
25,000,000 video views in 6 months
YouTube
movie
5,000.000 views on 13.10.2011
2 Fb posts with 15237 likes
1049comments
4271 shares
promo twits with 15 retweets
25,000,000 video views in 6 months.
What happened and why?
Promoting video
in Facebook and Twitter had increased
the number of its views.
37 million views so far!
Those viewers who had
positive attitude about the video
came to official accounts as
new followers
It happened circuit-wisely on every promotion wave
friends of new friends
of those who promoted Tomorrowland video
became new viewers
and followers
Snowball Process:
And what’s the sense?
those who had seen this video realized that current music festival exists
Brand Awareness increasing
more and more people interacting with the festival
Brand Engagement increasing:
more and more people talking about the festival
Word of Mouth increasing
Or, to simplify.
5-times increase of the
Facebook followers number
from 200,000 To more than 1,000,000
In 6 months
Extremely rapid ticket sales
2012: sold-out in 2 (!) seconds (million FB fans +30 million YT views)
Compare: 2010: couple weeks (couple of 1000 FB and YouTube fans) 2011: 5 days (around 20.000 FB and YT fans)
And two seconds. That’s not a joke.
That’s a power of Social Media.
So…
Follow your auditory needs
Create a truly golden product
behind your brand
Use other brands to help you*
*Musicians create Tomorrowland brand. Look around to see who can create yours.
Use Facebook, Twitter, YouTube
in a synergy, not as separate tools
Start the buzz
Enjoy.
Created by
Yulia Kazakulova [email protected]
Based on master thesis in Business Administration “Communication Strategies via Social Media. The case study of Tomorrowland” outcomes,
2012.
Photos by Official ID&T Belgium, Joris Bulckens, Studio Brussel