Bonnaroo Entertainment Marketing

Bonnaroo music and arts festival, Manchester, Tennessee

Attracting around 80,000 festivalgoers every year the Bonnaroo music and arts festival has a great marketing strategy, which relies heavily on the ever-growing market of social media. Using aggressive digital marketing campaigns to generate publicity to their target market through social media sights such as Facebook, Instagram, Twitter etc. They have also targeted their market by creating a personal bond with official bloggers; regulars of the festivals often write about their own personal experience, which some people trust more than those written by the company of the product itself attracting people who have never been before to look into it further and increase ticket sales. The

They have created an interactive blogging account on the popular site called Tumblr on which they can follow playlists, the latest information, interviews with artists on the line-up and much more all in one place where they can discuss, re-blog and ask any questions. This is helpful as it can solve any worries people have about festivals by discussing their own experiences and expands the hype of the festival. The festival itself also has its own brand community, a group of people attached to the festival who are loyal to the festival year in year out as they enjoy it so much and also provide great free publicity as they will talk up their experiences to their friends/family and maybe convince them to come the following year. These people also have comfort in the knowledge that the festival provides a survey after each year about the concerns and what people enjoyed about the festival so it is ever evolving and improving the festival to meet the needs of its attendants. The organisers of Latitude have also taken full advantage of the most well known social networking site of Facebook having a built in ticket seller which tends to target impulse buyers to buy their ticket on he spot when they are reading up about the latest information of the festival. They have also

They have also used campaigns of using lyrics of songs from the headliners followed by the festival hash tags generating a buzz online getting people discussing the festival and guessing/working out the song. Similarly to the Latitude festival Lollapalooza have a free app including details of bands, allowed users to create a schedule of their time at the festival and even had a group texting app powered by ‘Group Me, a mobile group messaging app powered by Microsoft, to all groups of friends to discuss the festival and keep in contact at all times. Lollapalooza, however, reached out to computing wizards by creating a contest of who could create the best app which meant the quality was very high as there were $6000 worth of prizes and great exposure for the winners. The winner was decided after the public voted on which they liked best which got attendees involved and makes them feel like their needs matter creating a direct fan relationship. The users of this app were much more informed and prepared about the events and different things they could get involved in and therefore spent twice as much money but are also believed to have got the best experience of the