Pre-ticket sales content: triggering, creating enthusiasm
Posted: Mon Jan 06, 2025 10:27 am
Content after Tomorrowland 2012: post-experience
After the festival, it was mainly the photos, videos and of course the aftermovie of that year that filled the Facebook page. This ensured that the visitors of that year could relive the festival and that the people who were not there (like me) found out what they had missed. My conclusion: I have to be there next year. The content regarding Tomorrowland 2012, especially the aftermovie, spread like a snowball effect. This resulted in a huge number of new fans and followers.
Tomorrowland
Closer to the ticket sales, around December and January, the first practical information was announced. Also, the first (big) DJs from the line-up were announced just before the ticket sales. ID&T did this very cleverly, by announcing one DJ per day, often accompanied by a video or spectacular photo. The popular American DJ Steve Aoki even made a special video for the Tomorrowland fans in which he announced his presence at the festival for this year.
Post-ticket content: Has creativity run out?
As I said, every status update before the ticket sales made me even more enthusiastic. My admiration for the organization was also undiminished: it was amazing how ID&T was able to keep their Facebook fans constantly moving! Now, with a ticket in my pocket, I can put things into perspective a bit better. My rose-colored glasses are back in my belgium phone data pocket (I'll keep them until the end of July) and I look at the content that is now being distributed via the Tomorrowland channels after the ticket sales with a slightly different view. Where the content used to make me more and more enthusiastic and ensured that I had to have those tickets, I now find the updates a bit less. Almost boring. It mainly remains at announcing names from the line-up. Has the creativity run out? Or is the organization deliberately keeping it quiet to let the disappointed fans cool down a bit?
DJs as ambassadors via Twitter
Twitter is an important link between the organisations and the regular, big names from the infamous Tomorrowland line-up. Many DJs are very active on Twitter and interact with each other a lot via this platform. The Tomorrowland organisation makes clever use of this, by retweeting relevant tweets and starting a conversation with “their” DJs. Because the DJs themselves are also very enthusiastic about this festival, this works very well. The festival line-up is also not listed dryly via this platform: a DJ is almost always announced by means of a tweet to the DJ himself, in which (for example) the DJ is asked whether he or she is already looking forward to facing the Tomorrowland audience. DJs share these tweets and respond to them, which (together with the things mentioned earlier) ensures that they almost take on an ambassadorial function.
After the festival, it was mainly the photos, videos and of course the aftermovie of that year that filled the Facebook page. This ensured that the visitors of that year could relive the festival and that the people who were not there (like me) found out what they had missed. My conclusion: I have to be there next year. The content regarding Tomorrowland 2012, especially the aftermovie, spread like a snowball effect. This resulted in a huge number of new fans and followers.
Tomorrowland
Closer to the ticket sales, around December and January, the first practical information was announced. Also, the first (big) DJs from the line-up were announced just before the ticket sales. ID&T did this very cleverly, by announcing one DJ per day, often accompanied by a video or spectacular photo. The popular American DJ Steve Aoki even made a special video for the Tomorrowland fans in which he announced his presence at the festival for this year.
Post-ticket content: Has creativity run out?
As I said, every status update before the ticket sales made me even more enthusiastic. My admiration for the organization was also undiminished: it was amazing how ID&T was able to keep their Facebook fans constantly moving! Now, with a ticket in my pocket, I can put things into perspective a bit better. My rose-colored glasses are back in my belgium phone data pocket (I'll keep them until the end of July) and I look at the content that is now being distributed via the Tomorrowland channels after the ticket sales with a slightly different view. Where the content used to make me more and more enthusiastic and ensured that I had to have those tickets, I now find the updates a bit less. Almost boring. It mainly remains at announcing names from the line-up. Has the creativity run out? Or is the organization deliberately keeping it quiet to let the disappointed fans cool down a bit?
DJs as ambassadors via Twitter
Twitter is an important link between the organisations and the regular, big names from the infamous Tomorrowland line-up. Many DJs are very active on Twitter and interact with each other a lot via this platform. The Tomorrowland organisation makes clever use of this, by retweeting relevant tweets and starting a conversation with “their” DJs. Because the DJs themselves are also very enthusiastic about this festival, this works very well. The festival line-up is also not listed dryly via this platform: a DJ is almost always announced by means of a tweet to the DJ himself, in which (for example) the DJ is asked whether he or she is already looking forward to facing the Tomorrowland audience. DJs share these tweets and respond to them, which (together with the things mentioned earlier) ensures that they almost take on an ambassadorial function.