Digital marketing techniques for festivals

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The festival only promotes its announcements on social media and then helps itself with the names of the artists who are going to play at the festival. Social media tends to be full of this festival every time the date approaches and the company gains a lot of notoriety in this way.


In the video we can see how BBK Live uses images from previous festivals to impress the user and encourage them to sign up for the next festival.

Primavera Sound
With a more youthful tone than BBK Live in Bilbao, Primavera Sound in Barcelona seeks to attract a young audience with a simple design. The tone of the Primavera Sound landing page is completely casual, with a cayman islands whatsapp phone numbers white background and soft colours .

: PrimaveraSound landing page

Primavera Sound is also another well-known festival and their way of promoting their festival is worth mentioning.

To promote last year's edition of the festival, Primavera Sound created a video game in the form of a mobile app. In the game, the user had to kill all the enemies they found along the way and each time they shot down an enemy, a piece of information about the festival appeared . For example, the name of an artist who was going to attend Primavera Sound that same year.


Another campaign carried out by this same festival and which caught the attention of users was the Primavera Sound campaign of 2013, called “My name is Mark and I am a hipster.”

This action was very different, as the focus of the ad was not the festival itself. In the campaign we can see how a group of people are gathered together as if it were an Alcoholics Anonymous meeting. And the therapy was about a group of people who were “hipsters” and wanted to be cured.

With the help of a guide, each person explained their experiences and talked about the problems they had to face every day to try to stop being “hipsters”. In this way, the protagonist of the advertisement, Mark, says that before he was a “normal” guy, but that since he went to the Primavera Sound festival , everything changed.

At the end of the ad, the festival is advertised accompanied by the phrase, “You are not alone.”


We can see how the campaign is totally aimed at hipsters , which makes us think that the festival already has a very defined target and knows how to take advantage of all its campaigns, since they know exactly who they have to address.

The video revolutionized social media and in just one week, it managed to accumulate more than 29,000 views. Today, it already has more than 162,000 views.

Tomorrowland
If there is one festival known worldwide, it is Tomorrowland. The electronic music festival held in Belgium has a very simple landing page .

Tomorrowland is an example that when a brand is established, it does not need a very flashy web design or landing page, it is enough to meet the public's desire to know more about the festival, find the offers and the musical offer . Without using flashy colors or spectacular designs, Tomorrowland is able to capture the public interested in its event.

digital marketing techniques for festivals: tomorrowland

Another festival worth mentioning is Tomorrowland, currently one of the largest electronic music festivals in the world. Every year it has an average of 185,000 attendees from more than 75 different nationalities.

The festival brings together the best DJs of the moment and online ticket sales are always a real frenzy. In fact, last year all online tickets sold out within two seconds.

The festival was first held in 2005, but without any marketing strategy, the festival had a hard time becoming known. The emergence of social media was what saved Tomorrowland , as today, social media is their digital marketing technique. Here are some of the examples of their social media.

On Facebook they have more than 8 million followers
On Youtube they almost reach 5 million subscribers
On Twitter they almost reach 2 million followers

However, one of the secrets of Tomorrowland is that it has studied its target audience very well. Its target audience varies between 18 and 30 years old, which is why they make use of social networks. Tomorrowland offers an authentic experience to all those who buy a ticket.

Last year, Tomorrowland released the following ad to promote one of its festivals. The ad does not use any images from previous festivals. However, what really makes this ad special is that it manages to draw all users into a kind of story .

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Through the campaign, they promoted the festival they were going to celebrate in Brazil and sold it as if it were a fairy tale they were going to write. In this way, they introduced the user to the wonderful “book”, making them see that they could be part of that story and that the experience they could live at that festival would be unique and unrepeatable.

In short, we have been able to see how these three festivals have used different techniques to promote their festivals. Therefore, do not wait any longer and follow all the steps we have seen. These digital marketing techniques for festivals will help you attract a large number of customers to attend your festival.

Create landing pages like those at festivals and attract an audience interested in your event or brand. To create this basic resource for a website, use the tools of MDirector. With Landing Optimizer you can create landing pages without needing extensive computer skills .