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The Goal

NF wanted to maximize awareness and fan engagement around his Hope tour announcement, drawing as much attention as possible to the dates and maximizing ticket sales, while retaining fan contacts to use for ongoing marketing efforts. 

Florença + a Máquina

Florence + the Machine é uma banda inglesa de indie rock indicada ao Grammy, conhecida por sua produção dramática e excêntrica e vocais poderosos. A banda foi a atração principal de festivais icônicos como Glastonbury e fez turnês com artistas lendários como o U2 desde sua formação em 2007.

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The Play

After announcing the tour, NF and his team first created an exclusive presale event and used the Email Builder to send an email campaign to all of his Bandsintown followers with a special code they could use to unlock the presale.

 

The link in the emails directed fans to his website, which was loaded with an Events Widget displaying all of the tour dates. The Widget allowed fans to see all dates, purchase presale tickets, subscribe to his mailing list, and even request shows in their areas if there weren’t any already scheduled. 

 

His team also sent a followup email when the general tickets were on sale to maximize traffic to the ticket links.

The Results

NF drove 372.5k clicks to his ticket links from 400k emails delivered, with a 72% open rate, and racked up 18.8k new Bandsintown followers as well as 8.7k new fan contacts while doing it. 

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