Feed.fm & Snowglobe Festival Case Study

Transcript

1. F E E D . F M P O W E R E D F E S T I VA L R A D I O 2 0 1 4 S n o w G l o b e M u s i c F e s t i v a l Prepared by
2. B U D L I G H T O B J E C T I V E S Feed.fm worked with app developer FOMO Media to integrate music into the festival app in order to drive engagement with fans before, during, and after the festival ★ Provide a great listening experience for fans ★ Increase session times through radio ★ Track most favorite AND least favorite artists for fans ★ Create a festival “experience” even if the fan isn’t at the event ★ Use music as a way to increase app downloads 2
3. B U D L I G H T B R A N D E D S N O W G L O B E R A D I O C H A N N E L On 12/22, Bud Light ‘SnowGlobe Radio’ was integrated into the festival app accompanied by SnowGlobe social media and push message support Worked directly with SnowGlobe performers to compile tracks, including recording sound bite bumpers at the festival Fans clicked ‘play’ on the radio a total of 12,880 times The total number of minutes spent listening to the player was 24,171 with an average play time of 9 minutes and 45 seconds 13X INCREASE from session times without music FUTURE OPPORTUNITIES - Utilize a year-round radio stream with integrated Bud Light radio spots and calls to action 3
4. FUTURE OPPORTUNITIES - Use Feed.fm’s built in voting feature to give fans a chance to decide who will play at SnowGlobe Doses & Mimosas by Cherub Insane Feat. Moon Holiday by Flume Latch by Disclosure Stuntin' by The Floozies Jaguar by What So Not The Drop by Bro Safari Chimbre (Must Die! Remix) [feat. Anna Yvette] by Bro Safari & UFO! Sun Models (feat. Madelyn Grant) (Original Mix) by ODESZA C O O L (Ben Pearce Remix) by Le Youth Bap U by Party Favor 1 2 3 4 5 6 7 8 9 10 Most Liked Tracks: W H AT FA N S T H O U G H T 幸福的⻛风 by ThomasJack Bootyberg - Original by J. Phlip Rattlesnakes by Emancipator Lionheart by Emancipator Running From the Cops by Phantogram Right In by Skrillex Puppets by Atmosphere First Of The Year (Equinox) (Original Mix) by Skrillex I Don't Feel (Deetron Remix) by Aeroplane My Name Is Skrillex by Skrillex 1 2 3 4 5 6 7 8 9 10 Most Disliked Tracks: 4
5. S N A P S H O T O F T H E S N O W G L O B E C O M M U N I T Y 85% of those fans were on an iPhone An average of 39.6 app sessions we generated per fan 8,500+ fans downloaded and signed up for the App During the Festival 3908 (45%) fans outside of South Lake Tahoe enjoyed the event via RADIO 53.1 46.9% 22.49 4637 fans in South Lake Tahoe 60.5% 39.5% 23.17 5
6. 12/22 I M PA C T O F B R A N D E D M E S S A G I N G A B O U T R A D I O P U S H M E S S A G E S E N T FA C E B O O K R E A C H 
 ( # o f p e o p l e ) Swipe right --------> to listen to track after track of your favorites on SnowGlobe Radio Powered By Bud Light (iPhone Only) Listen to SG Radio while you shred the fresh pow at Heavenly today. Low will hit 7 with some wind & light snow so dress warm! (Sent only to fans in Lake Tahoe) D AT E 12/22/14 12/30/14 6,192 4,637 17,992 N/A A P P S E S S I O N S : 1 2 / 2 2 T O 1 2 / 3 1 0 5500 11000 16500 22000 12/28 12/30 12/31 6
7. 0 5500 11000 16500 22000 9/30/14 12/22/14 12/29/14 12/31/14 *Before SnowGlobe started, fans opened the app over 250,000 times E X T E N D A N D I N C R E A S E E N G A G E M E N T W I T H R A D I O The re-launch of the SnowGlobe app Integration of SnowGlobe Radio Feed.fm Radio Launches and avg. daily app downloads up by 10X A P P S E S S I O N S FUTURE OPPORTUNITIES - Activate fans with a radio stream and engaging activities during the traditional ‘dead time’ in the months leading up to the festival Festival 7 and… 7% of Total Listening has happened AFTER the festival
8. G O A L W H AT W O R K E D ? O B S E R VAT I O N S A N D C O N C L U S I O N S Bud Light branded ‘SnowGlobe Radio Channel’ 8 Compelling listening experience There were over 24,000 minutes of listening time within a two week period Increase Session Times Average app session times increased to nearly 10 minutes when fans listened to the stream Likes/Dislikes of performing artists Tracked listening habits and music preferences Increase app downloads Average daily app downloads increased 10x when radio was announced Post-Festival Engagement 7% of total listening took place after the festival was over… and still going
9. C L I E N T C O M M E N TA RY Bud Light branded ‘SnowGlobe Radio Channel’ 9 “Feed.fm helps increase the relevancy and increase brand impressions within the festival apps Anheuser-Busch powers and sponsors. By adding this cost-effective functionality, session times increase and the brand builds credibility by offering festival-goers the opportunity to sample artists before they see them on stage. With feed.fm our brands become a more relevant part of the festival experience, engaging with brands before, during, and after the event….” - Michael Raspatello, Digital Innovation, Anheuser-Busch
10. San Francisco, CA jeff@feed.fm feed.fm twitter.com/feedfm (415) 225 - 2704 facebook.com/feedfm