jeroen franssens, tomorrowland een brand voor de toekomst ?
TRANSCRIPT
CHAPTERS
1 . YESTERDAY I S H I STORY
2 . TODAY I S A G I FT
3 . THE POWER OF CREAT ION
4 . SOC IAL MADNESS
5 . PEOPLE O F TOMORROW
6 . CHALLENGES
7 . TOMORROW I S MYSTERY
2005
August 14
10.000 visitors
1. YESTERDAY IS HISTORY
• Facebook (founded in 2004)
• Website
• Blogs
• Aftermovie� website (56K views)
• Print Media > Digital Media
• Release Magazine
• Netlog & Myspace
• Flyers, posters, billboards � offline promo
• Mysteryland (NL)
• ID&T (Thunderdome, Sensation)
• Foto > Video
• Mobile devices
YESTERDAY IS HISTORY
2005
August 1410.000 visitors
2006
July 3015.000 visitors
2007
July 28 & 2920.000 visitors
2008
July 26 & 2750.000 visitors
2009
July 25 & 2650.000 visitors
2010
July 24 & 2590.000 visitors
2011
July 22, 23 & 24180.000 visitors
2012
July 27, 28 & 29180.000 visitors
2013
July 26, 27 & 28180.000 visitors
YESTERDAY IS HISTORY
2014
2 Weekends360.000 visitors
2. TODAY IS A GIFT
• Facebook: 7,4M friends
• Website (2,1M visits during event)
• Twitter (1,5M)
• Instagram (910K)
• Aftermovie (28M views)
• YouTube Channel (4M subs)
• Livestream (19M viewers)
• Tomorrowland Radio
• Tomorrowland Today
• Tomorrowland > ID&T
• Video > Foto
• Smartphones (apps)
• UGC
• Partnerships
• Digital Media > Print Media
2014
2 Weekends in July
360.000 visitors
Sold out in 1h
LOVE RATE
• Evolved with the festival
• People want to be associated
• High during the festival
• High during the year
• Extreme emotions during ticketsales
• Bucket list
TODAY IS A GIFT
• Marketing & Creations = One Team
• Dedication: 365 days a year
• Heart and soul based in Belgium
• Music = key
� A global phenomenon:
Best Music Event Worldwide (IDMA)
in 2011, 2012, 2013, 2014
� Importance of the brand values.
BRAND VALUES - DNA
3. THE POWER OF CREATION
Artwork
Accomodations
Venue
Stages
Acts
Treasure Chests
Partnerships
Media
Music
Merch
…
… it’s all in the details.On- and offline
• One World bridge – People Of Tomorrow
• De Schorre, Boom � Pilgrimage site
• Permanent - temporary
BRACELETS & TREASURE CASETouchable – Made with love – Surprise
BRACELETS & TREASURE CASE• The “Key To Happiness” became a relic
• People are carrying it close to their heart
• Experience starts at home
• RFID technology + extra features � Enriched festival experience
• Branded hotels
• Branded planes
• Branded trains
• Guided tour
• Experience of a lifetime
• Travel Partners
• Discover Europe
GLOBAL JOURNEY
PRE REGISTRATIONMOMENT
TICKET SALES
ANNOUNCEMENT THEME TEASER
• 1M pre registrations in 1 hour• 5M visitors• 10M pageviews
LINE UP
• Sold out in 1h• 3M potentials
PRE REG ANNOUNCE
WORLD
BELGIUM
ANNOUNCEMENT THEME TRAILER
TIMING
MADNESS + LIVESTREAM
TOMORROWLAND HYMN
• Hans Zimmer
• 2,5 years
• Fans asking to release the Hymn
AFTERMOVIES
Relive the Madness of Tomorrowland
• Tomorrowland Creative Team
• Dedicated soundtrack (ID’s)
• Dedicated production crew
• Artists
• “I wanna be in the aftermovie”
2012 Official Aftermovie: +123M views
TEASING IS PLEASINGExcitement via teaser trailer
AMBASSADORS
People Of Tomorrow Artists
AMBASSADORS
Priceless messages.
TOMORROWLAND FOR LIFE
#PeopleOfTomorrow
Surprise your audience
Winner: Severine (Germany)
4. SOCIAL MADNESS
• Never use “We” or “Our” – avoid distance
• The focus is: “You”
• Madness in Brasil = Magic
• Souls in Brasil = Hearts
Focus on the right language
Focus on the right content
• Respect the Magic
• Keep it Magical
Focus with the right spirit (DNA)
SOCIAL MADNESS
• Content plan
• Push notifications
• High frequency publishing
• Full focus on publishing (all channels)
• Listening projects: Receive� Inform� Report � Learn
• Interaction with Risk, Operations, Press
• AWARENESS of what’s happening inside AND outside
During the event
OUTSIDE
MH17Global Journey Party Flight
A WINDOW TO THE WORLDInteractive livestream landing page
Join the experience at home
“I thought it was really funny and ridiculous. Yes, I am in my thought for a minute and yes, I am probably
very tired, like I am right now, because I do 150 shows a year and I am making an album. I do not sleep
much.”
Guetta on drugs?
CULTURAL DIFFERENCES
• Emotional
• From the heart
• Techno & deephouse
• Portuguese
• Rules (in ticket sales)
• Payment plans
• Commercial state of mind
• EDM
• Rave culture (dress up)
• Rules (behaviour)
5. PEOPLE OF TOMORROW
5. PEOPLE OF TOMORROW
• PLUR
• Sharing the same values
• Sharing the same dreams
• Travel together/alone
• Meeting each other
• Inform each other
• Feel part of a movement
• Never feel excluded
• Worried about environment
• Impatient� NOW
• Taking care of each other
• #YOLO #FOMO
Generation Y
LOCAL FOCUSNational Days � Geo Targeting� Love Rate increases� Closer
#GLOBAL EVENTS
• International Day of Happiness
• World Poetry Day
• International Day against Racism
• Earth Day
• World Book Day
• Valentine’s Day
• Black Friday
• #womensday
• …
Catch the right wave for your brand
Religion & Politics� NO GO
“Is this how u respect Buddha?”
6. CHALLENGES
• Facebook reach + groups
• Attention span
• Technological evolution
• Musical evolution
• Love rate < > spoiled
• Stay ahead of competition
• Stay focussed on a global scale
• Cybercrime
• Portuguese
CYBERCRIME
• Community = alert
• Fake ticket sales
• Fake websites
• Fake Facebook pages
• Fake Twitter accounts
• Fake Merchandise
• Fake Tomorrowland parties
• Fake announcements
• Hack attempts
Tomorrowland is a registered trademark… …and very popular
7. TOMORROW IS MYSTERY
LIVE TODAY, LOVE TOMORROW, UNITE FOREVER.