The challenge? Getting people interested in an event that didn’t yet exist. Armed with just a name, design concept and the UK’s largest warehouse we felt the best way to gain traction for the new venue was to almost tease information out. Our initial stage set about gaining awareness. We implemented a strategy that prioritised sign ups, gaining interest in the event through using a custom-built messenger bot to engage and connect with the relevant audiences and wider community. From there we planned to drive revenue through paid social and leveraging the bot audience.

And so, with our strategy in place we got to work. We knew that if we could get people signed up to the messenger bot, we could release key information around the venue and what artists are playing when. Our custom built chatbot took a reactive approach, communicating with customers at every stage of the funnel. Enabling us to be able to watch ticket sales whilst reacting to sudden rushes, or dips on the ticket platform. We also hooked the chatbot up to some fancy artificial intelligence thats commonly used by Google to personally respond and entice customers. In total we built out around 2000 possible messages combinations to help boost the brands communication that delivered open rates of nearly 90%. We continued to drive engagement via Facebook live through a virtual event count down, revealing when the time was right, the main headline artists of the event. To further promote sign-ups only people who signed up were able to access tickets. We sold 3500 tickets in 20 minutes. Not bad.

To support the launch of the campaign we also created a series of short form videos that teased features of the warehouse from its impressive ceilings to old rusty bolts. We used smoke flares and lighting to bring the empty warehouse to life. The paid ads were structured around the video content warming people up and creating buzz. We also requested event photographers and videographers to document the first events, ensuring we had the right content moving forward. Throughout the campaign, we made sure social content was going out, and conversations were being had. We managed to exceed the sales targets for the first series of the event and doubled results for the second series.