Upgrading The Festival Experience
Background & Challenges
Each year, Hyde Park is taken over by some of the biggest acts in the music business. With over 450,000 attendees, Barclaycard presents British Summer Time Festival runs over two weekends in the summer. In 2018, festival organisers, AEG Presents appointed LiveStyled to create the app for the festival.
The initial challenges posed to Livestyled by AEG Presents were:
SHOWCASE PARTNER ACTIVATIONS
DELIVER IN-APP TICKETING
ENHANCE THE FESTIVAL EXPERIENCE & ENGAGE FANS
DRIVE REVENUE THROUGH UPGRADES AND MERCHANDISE
Ticket upgrades through the LiveStyled app contributing towards a record year in revenue.
LiveStyled worked with the festival to provide a solution that tackled each of the above challenges. The app has achieved phenomenal levels of uptake across engagement and upgrades, driving a record year in revenue for Barclaycard Presents British Summer Time Festival. This is due to the following:
The app featured a series of in-app activations for festival partners. The Barclaycard branding was shown throughout the app, with a dedicated ‘Barclaycard Perk Park’ section.
Through an integration with ticketing partner AXS, fans were able to enter the site by flashing their ticket on their mobile phone.
Enhancing The Festival Experience And Engaging Fans
Personalised Schedule Builder
Fans could build their line-up using either a calendar or artist list view, with the schedule builder the only place to find the line-up ahead of the event.
The app featured an interactive site map, allowing fans to search for points of interest and navigate their way around the site.
Fans benefitted from the ease of an Apple Music integration, allowing them to access and listen to curated artist playlists.
Driving Revenue Through Upgrades & Merchandise
The app’s most striking new feature was the ability for festival-goers to upgrade their tickets last-minute, with a range of premium experiences being made available exclusively through the apps shortly before and during the events. This gave thousands of fans the opportunity to enter the festival site early or access VIP areas and opened up a new revenue stream for AEG Presents.
On top of that, fans could also use the app to pre-order official merchandise - available for both collection at the event and for delivery to their homes if they didn’t want to pick up on site.
"A RECORD YEAR IN REVENUE FOR THE FESTIVAL"
Jim King, Festival Director
“The app really came into its own at BST with a high percentage of the audience downloading. We took merchandise pre-orders through the app and the number of people choosing to upgrade their experience exceeded expectations...”
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