Previous apps such as these have proven both successful as well as unviable. This clearly proved beneficial for the festival – the key being promising great prizes for the app-based audience.

[Note, the text that follows was submitted by the team behind the campaign, rather than written or edited by Music Ally.]


Mysteryland USA

Team members involved

Deb Keller – marketing & client services manager (Fame House)
Matt Chylak – digital strategy manager (Fame House)
Lotte Anna Lebens – marketing manager (ID&T North America)
Taylor Collins – marketing manager (Mysteryland USA)

Campaign breakdown

Budget: £5k – £10k
Audience demographic: Age 21-34, New York & the Tri-State area

Overview of campaign

The objective was to drive community growth, social engagement and ticket sales surrounding the Mysteryland USA festival’s second year.

We launched a white-labelled brand ambassador app through SocialLadder – dubbed The Gift Club. This mobilefirst gamified ambassador community offered tickets and other prizing incentives through user completion of point-based “missions”.

Each social-based mission tied directly into the festival’s program KPIs of increasing sales conversions, boosting fan engagement with MLUSA social accounts and hashtags, increasing rate of UGC creation in relation to festival themes and growth of the ambassador community and MLUSA social channels.

The Gift Club gives you rewards for Mysteryland USA based on how awesome you are. Use your social currency (how active you are on social media) to unlock access to exclusive experiences and goodies from Mysteryland USA (and some of our buddies).

Connect your social media accounts to receive a score. You can compete in daily challenges to increase your score. Top scores unlock oncein-a-lifetime experiences.

Results and key learnings

Within three months of the programme running from April until June 2015, we generated: several thousand ambassadors (10% average daily actives); more than 262k missions completed, including over 21k unique user-generated Instagram posts; a 12% conversion of new users from SMS invites; a significant increase in revenue generated from mobile-tracked ticket sales from the app.

Links and extra info

Case study on official website:

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