OBJECTIVE: Drive community growth, social engagement and ticket sales surrounding the Mysteryland USA festival’s 2nd year.
APPROACH: We launched a white-labeled brand ambassador app through SocialLadder dubbed “The Gift Club.” This mobile-first gamefied 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.
RESULTS: Within 3 months of the program running from April – June 2015, we generated:
- Several thousand ambassadors (10% avg. daily actives).
- Over 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.