The world of livestreams may not be why promoters initially got into the live music business, but this last year has taught us to make the most of every opportunity that comes our way. Livestreams bring a world of unique opportunities, including the ability to know who exactly is attending your festivals, and how they fit into your regular marketing ecosystem. Above all, livestreams provide an opportunity to curate a unique fan experience that fosters a higher sense of loyalty within your fanbase.
No festival encapsulates this idea better than Mexican festival, Tecate Pal Norte, one of Latin America’s biggest music festivals. With the pandemic still raising concerns about safety, Tecate Pal Norte embarked on an ambitious project to bring their festival to life in the digital realm.
Their recipe to success? Bringing together a team of innovative organizations to build out a highly engaging digital experience for their fans. Enter: dogstudio, Ticketmaster Mexico and Tradable Bits.
What They Did
Tecate Pal Norte was looking for a way to bring their fans back into the experience they loved and missed the most. Ultimately, they decided on a strategy that would leverage the power of 4 international companies to bring an AR livestream to life, with the relevant security and data structure. dogstudio acted as the brains behind the AR experience and Tradable Bits functioned as the technology engine to manage the experience at scale.
How They Leveraged Tradable Bits
1. The Power of Single Sign-On:
While we have cookies tracking behaviour across websites, and the data from the large social companies at our disposal, fans tend to remain anonymous on our own fan networks. This is an issue that Ticketmaster Mexico and Tecate Pal Norte wanted to get ahead of.
In order to understand the fans that were entering their digital experience and their behaviour throughout the experience, Tecate Pal Norte needed a way to validate sessions and verify fans. They found this through Tradable Bits’ APIs. Not only was the festival able to gate the experience based on ticketing and geo-location, they were also able to take advantage of data-rich entries to build out their own FanCRM and fan network.
In the long run, these fan insights can be used to personalize their advertising, curate better engagement opportunities, and segment their fans further. Afterall, the fans tuning into their AR experience could represent a fanbase of new opportunity (those that are excited to try new things) or die-hard Pal Norte fans - it pays to know your fans.
2. Driving Intelligence with a Central Source of Data
We all know running a successful festival takes an immense amount of planning. There’s ticketing, merchandise, promotion, partnerships and so much more that needs to be accounted for. A digital festival is no less complex.
To manage the information disseminated across teams and platforms is a necessity in today’s highly connected world - especially when it involves teams collaborating across borders. This is where the Tradable Bits ecosystem served as the “hub” for all information and integrations involved in running the digital festival. From Ticketmaster and Shopify, to Website session validations, the Tradable Bits engine was used to get information exactly where it needed to be. This allowed each team to work with the most relevant data, and offloaded the strain from the teams that needed to focus on other elements of putting the digital experience together.
The Results
Tecate Pal Norte is the perfect example of a festival that is pushing the boundaries of the fan-experience. Through international collaboration, Tecate Pal Norte brought together innovative design studios, promoters and created an unforgettable digital festival. Their success lies not only in their execution of this year’s festival, but also in the long-term value of the data collected on each fan and the loyalty that they have built within the fanbase by delivering such a high quality digital experience. When creative aspirations are paired with the right technology tools, brands and fans both prosper.
