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.
Are you ready for your first gig at Tomorrowland @ ottoknows this year?
— Tomorrowland (@tomorrowland) February 12, 2013
Another Swedish friend! @ericprydz you ready? — Tomorrowland (@tomorrowland) February 20, 2013
Nearly 100,000 new Twitter followers in 3 months
Furthermore, Twitter is of course used to pass on practical information, for example from the website . That list to data this platform also receives enough attention from the Tomorrowland fans is evident from the figures below: ID&T welcomed almost 100,000 new followers here in the past 3 months.
Tomorrowland
Over the past three months, Tomorrowland's Twitter following has grown by almost 100,000
On the Facebook page, the organization itself does not actively participate. There is little or no response to posted reactions, ongoing discussions or questions; interaction is therefore not greatly stimulated. This also applies to Twitter and YouTube. As a result, it is mainly the fans themselves who ensure the growing popularity of the festival and the rapid spread of word of mouth .
In addition, Tomorrowland does not offer a newsletter – unlike other major festivals such as Mysteryland (ID&T Netherlands), Lowlands or Sziget . Precisely because so much information is placed on different channels, a newsletter would be useful; this way, this information can be communicated to fans in a clear, bundled manner. Finally, the Tomorrowland website is used purely to share practical information; it contains general information, ticket information and an FAQ. The home page directly links to the festival's three social media channels (Facebook, Twitter, YouTube) and the news page contains a Facebook feed.
It is clear that the combination of Facebook, Twitter and YouTube works well. It ensures a rapid distribution of content, which results in hundreds if not thousands of new fans every day. These three channels make an important contribution to increasing/raising brand awareness , increasing engagement and spreading word of mouth . Without the organization having to (adjust) too much in this. The only thing ID&T seems to have to do is keep posting content.
TomorrowworldThat ID&T is not afraid of this rapidly growing popularity is evident from the announcement they made on Monday 18 February: at the end of September, the newest concept of Tomorrowland will take place “somewhere in the world”, namely ' Tomorrowworld '. The enthusiasm and buzz surrounding this new concept is already (again) enormous and the Facebook page is also getting a lot of attention: the page currently has 7709 likes, while no update has been posted yet. What does that promise for the future?