Campaign Overview:
We recruited creators in Philadelphia and surrounding markets to promote the Made In America 2022 festival, taking place in Philadelphia on September 3 & 4 with headliners Bad Bunny and Tyler The Creator.
Creators were required to post the tour admat or a “get ready with me” theme, including a ticket link in their bios for a minimum of 1 week, and tag the festival in their posts.
All creators were activated 2 weeks before the festival began.
Posting Requirements:
Creators were required to include the following in their posts:
- Include a trackable ticket link in their bio for a minimum of 7 days to encourage ticket sales
- Include the date, location, and name of festival in the post caption or in text on video to encourage the spread of information
- Use audio from their favorite artists on the lineup for Made in America Festival to further motivate fans of the artists to attend the festival
Creative Direction:
We developed and launched all three of these concepts to reach multiple demographics of festival-goers
Greenscreen effect: Using the festival admat as a visual background, creators were encouraged to share their musical tastes and excitement for the lineup at the event.
“Get ready with me”: Creators followed a content trend showing off favorite festival fashions & what they plan on wearing at the Made in America festival.
Foodies and other non-music highlights: Creators shared the food and other festival extras they were looking forward to.
Follower Reactions:
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More Info
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