It’s not really surprising that the buzz around Tomorrowland is so big. Before tickets went on sale, the festival had over 2.7 million fans on Facebook, over 198,000 followers on Twitter and 454,000 subscribers on YouTube – not to mention the number of video views on the latter channel: over 124 million. And counting.
Video: important link in popularity growth
Dimitri Vegas & Like Mike
The 2012 aftermovie made a significant contribution to this last number – 124 million video views . This popular 20-minute YouTube video spread like wildfire and was viewed more than 10 million times within a week. That number has now increased to more list to data than 52 million. The Tomorrowland DVD & CD that were released later also did well: Dimitri Vegas & Like Mike, the DJs responsible for the CD, were awarded their first gold record for it last week.
To be honest, the aftermovie of 2012 was also the cause of my current enthusiasm for the festival. Immediately after – or actually already during – watching the aftermovie, only one thing went through my mind: I have to be there next year. And with me, hundreds of thousands of other enthusiasts who thought the same. ID&T is all too aware of this and plays on it cleverly via social media. They paint the picture of being one big family with one shared passion: electronic music. And that works.
When it comes to creating brand awareness and brand engagement , Tomorrowland's Facebook page plays an important – or perhaps the most important – role. Communication to fans is mainly via this channel, and the Facebook page is also used to promote content from the website (mostly practical information) and YouTube videos. It is clear that the content is focused on experience: the content aims to give fans the feeling that they belong to the "Tomorrowland family", or to stimulate the desire to also be part of this family. This has been done in the following ways since the end of Tomorrowland 2012.