Brief
The objectives of the campaign were to position Creamfields as the UK's leading electronic music festival, provide new ways to attract the festival-goer market and increase sales both locally and nationally. The campaign also sought to increase traffic to www.creamfields.com, increase Creamfields' online database by 10 per cent and encourage visitors coincide their trip with a visit to Liverpool.
Results
To achieve the aims of the campaign, Rippleffect devised a three month viral marketing campaign in partnership with Creamfields and Visit Liverpool. Following close consultation with user groups, a micro-site was developed to drive interest in the Creamfields festival by offering visitors the chance to win a VIP weekend at the festival.
Users had to answer several questions to define their ‘online Creamfields character,’ relating to their individual characteristics, which generated a personalised itinerary linked to arenas and attractions they should attend while at the festival. Advice on where to eat, sleep and visit in Liverpool was also sent to the users’ inbox to encourage them to make Liverpool their base during the two-day event or to extend their visit in the city.
With user registrations helping to capture data, a ‘recommend to a friend’ option created a strong viral-marketing element to the campaign and more than 50% of the registrations came from referrals via the site.
In the three month period the project led to over 10,000 new registered users for both Cream and Visit Liverpool, with a marked increase in ticket sales during the period the game was live. It attracted more than 100,000 game plays, meaning on average each user played the game 3.2 times, delivering a high return on investment against the initial development costs.
