Popular rock-band We Are The Ocean held a special promotion for their fans at the Reading Festival this Sunday through the Frequent Fans program on Flowd, the music lovers’ social network. The Frequent Fans promotion for Reading came about as a result of a successful trial run by We Are The Ocean to promote their Live & Unplugged acoustic show on 18th August.
The promotion through Flowd of We Are The Ocean’s recent show at Bush Hall drove attendees to check-in to the gig, with the first five people to check-in being invited to join the band for their sound check. Using Flowd, We Are The Ocean built a personal connection with their super-fans. Every person that checked in using Flowd was also gifted with a free poster that was collected from the merchandise desk inside the venue. In total, 7.5% of attendees used Flowd to check in to the gigs, and 76% of those collected their free poster. This promotion helped to drive sales of merchandise with 31% of people collecting their free poster going on to buy additional merchandise, with an average of £16 spent by each person.
You can see the video of the gig here:
Following this success, We Are The Ocean signed up for a bigger promotion around their appearance at the Reading festival. They used Flowd’s Frequent Fans platform to create a special competition for fans who watched their performance at the Reading festival on Sunday August 28th. Fans that checked into the We Are The Ocean gig with Flowd had the chance to visit a special short acoustic performance by the same band, happening later the same day. The gig happened at the intimate Relentless Energy Drink VIP Bar backstage. Three lucky fans, selected randomly by the Flowd Frequent Fans platform, took home the VIP prize and were allowed backstage with one friend each.
Lead singer and manager of We Are The Ocean, Dan Brown, explains: “We were really pleased to meet five true super-fans at the Live & Unplugged show, through Flowd’s tools, and so we wanted to take it to even more fans at the Reading festival. We know that our fans love to get to know us, and how better than by giving them an intimate show backstage. Flowd gives us great tools to be able to pull off these unique rewards for our fans and we look forward to even more exciting campaigns in the future.”
“We’re delighted to support We Are The Ocean to help them fully engage with their fans at their live performances. Not only is Flowd helping to build their relationship with their super-fans, but we believe that with our tools, artists can drive additional revenue for their events, and it’s great to have already been proven right with We Are The Ocean’s Live & Unplugged gig,” said Tommi Laitinen, SVP, Flowd. “We’re also extremely delighted to sign up an artist like We Are The Ocean as this proves how Flowd can support all types of artists across all types of genres in building innovative mobile social campaigns. With over 500 artists now signed up to Flowd, we truly are becoming THE social app for music acts and their fans across the world.”