one million fans of the festival visited the website in an attempt to get their hands on tickets – which resulted in deep disappointment for hundreds of thousands of them after a wait of 2 hours.
Brand engagement Tomorrowland
Despite this, ID&T was able to welcome their 3 millionth fan on the Tomorrowland Facebook page a week after ticket sales . This means that the number of fans on the page has grown by more than 300,000 in the past two months: more than one and a half times as many people as there are tickets available for the festival (180,000 in total). And it is not only the number of fans on Facebook that is growing rapidly, the same applies to Tomorrowland's Twitter and YouTube accounts . Remarkably, it is the enthusiastic fans themselves who make the biggest contribution to this. So the brand engagement of the Tomorrowland fans is going well. What content does this organization use - and in what way - to achieve this?
Tomorrowland
In 2005, ID&T organised the first edition of the dance festival Tomorrowland on the Schorre recreation area in Boom, list to data Belgium. Since then, the festival has grown out of its infancy for electronic music lovers: 180,000 people from over 75 different countries attend the three-day festival each year – and it is not only popular among visitors. The biggest and most appreciated international DJs also speak highly of the festival and are happy to grace the line-up each year .
Tomorrowland tickets sales just started, one of the best festivals in Europe! tomorrowland.com
Did I mention that #tomorrowland2012 was the sickest party ever?Life should always be like that, passionate, fun, positive. Wow!
Buzz via social media
Although the festival will not take place until the end of July 2013, the buzz around this event was already big worldwide long before the ticket sales. During the ticket sales, this (of course) increased even more. The figures below from Obi4wan show three outliers in the number of messages from the Netherlands about Tomorrowland: on the day that pre-registration started, during the ticket sales in Belgium and during the worldwide ticket sales.
Tomorrowland buzz
The buzz around Tomorrowland on social media in the Netherlands: clear outliers around ticket sales.