World’s Best Music Festival Ever
A conceptual experience and campaign brief.
Scroll ↓
Designing An Experience For A Variety of Audiences
The World’s Best Music Festival Ever is an event held in different cities each year. It is meant to highlight and celebrate the local culture of the hosting city through music, art, and food. Think along the lines of the World’s Fair.
Most of the headlining and supporting acts are native to the hosting city, which makes finding out where the event will travel next a huge part of the excitement. The event began in New York, NY and has since travelled throughout the states with plans to expand internationally in the coming years. This year, The World’s Best Music Festival Ever is traveling to the city of Atlanta for the very first time.
Target Audience
In order to effectively communicate with the audience, it helps to visualize who these people are by using demographic and psychographic data. We want to perk the ears of these on-the-fence consumers while still appealing to the all-in, fully committed festival attendee.
Skyler
Late 20s tech guy who has money to spend and little responsibility. No children, hangs at bars on the weekdays, and is always looking for the next Instagram photo op.
Christina
Early to mid 30s. Cool professional, would spend money on experiences, but keeps a budget in mind for the next adventure. Not local, but will travel to an eclectic city for the right event.
Michael
Late 30s to early 40s. Business professional who is married with kids. Has a lot of money, but not a lot of time. Occasionally attends local events (gallery openings, smaller intimate shows) with his wife sans children.
5 Things You Can Only Do At WBMFE
3. Chow Down on Small Plates for Big Appetites
Some of trendiest local restaurants and best-kept secret haunts will offer small plates of signature dishes alongside popular Atlanta food trucks and various food vendors.
4. Chat It Up With Your Favorite WBMFE Bands in Their Hometown
Attendees get the experience of meet ‘n greets, autographs, and photo ops with select lineup acts.
5. Bear Witness the Outkast Reunion Show
Atlanta hip-hop juggernauts, Outkast will reunite for this one-time only show.
1. Get Handsy With Local Artists
Local artists will have art on display for purchase in addition to pieces available in a silent auction for charity. Some of the artists will be present and offer hands-on workshops to those interested for a nominal fee.
2. Sip on Suds With Trendy Atlanta Breweries
Popular Atlanta breweries with house brews on tap. Select locations offering beer flights for tastings.
The Mission: Generate FOMO
We want to create the same feeling of FOMO in each of the different consumers by highlighting one of the five things mentioned in the blog post. To accomplish this, we create content that speaks to everyone, but resonates specifically to one of the consumers mentioned above. Each consumer, while different, is asking the same question: What makes WBMFE more special than anything else they could otherwise attend? The copy should always reflect the same answer no matter who we are trying to target: Experiencing the heart and soul of Atlanta in the span of one weekend.
But Was it Successful?
Success will be measured by using either the built-in analytics tool for that particular platform or Hootsuite. It’s helpful to know how many were engaged in the post, who liked it, which type of consumer was engaged, who shared the post, who visited the website, how long they were on the website, etc. and comparing that data with the data gathered from previous posts.
Sample content targeted toward each previously mentioned persona
For Skyler
He’s always looking for the party and the cool posts to show his friends. This event seems a little different than your run of the mill festival to a high-spender partier like Skyler.
For Michael
This Twitter post would be ideal for an on the go professional like Michael who wants to be in the know, but has no time. He will be drawn to click on the thumbnail of the graphic and tempted to click through to discover just which of his local favorites will be in attendance. All of the information is right there in one place and the graphic is a reminder of what he could potentially miss.
For Christina
This Facebook post was created with Christina in mind. She’s not local to Atlanta, but would still appreciate learning more about local art legends which would be an added bonus to a music and art lover from out of town.