All Points East: LiveStyled Drives Revenue for East London Festival

July 16, 2019

 

75% of All Points East ticket upgrades purchased through the LiveStyled Platform.

 

All Points East is a 10-day festival of music & entertainment held annually in East London’s Victoria Park. This year saw headline acts such as The Strokes, Christine and The Queens and Mumford & Sons. After a successful year of powering the APE Official app in 2018, LiveStyled were posed with new and exciting challenges for this year’s festival.

 

Some of the challenges that AEG Presents posed LiveStyled with were; to gather data on people visiting the festival, to target specific fans with push notifications and to drive revenue through the app by selling ticket upgrades and merchandise. 

 

2019 was a successful year for the All Points East Official App seeing the following results up from 2018:

 

  • 42% increase in downloads

  • 54% increase in people registering their data

  • 22% increase in upgrade purchases 

 

But how did All Point East and LiveStyled work together to achieve such success? Below we outline the tactics that were used throughout the 10-day festival. 

 

Geofenced Push Notifications

 

As festival-goers walked around the site, they received messages based on their location. These included messages welcoming them to the festival, pushing upgrades, informing them of the next act, and thanking them for coming as they exit the park.

 

Festival proximity messaging was made possible by beacons around the park and an integration between CrowdConnected and LiveStyled.

 

Targeted Push Notifications 

 

In the run-in to the festival, users with the APE app received a host of notifications with information about the festival including information on upgrades and merchandise. The increased visibility of the different upgrades available throughout the festival period meant a staggering 75% of APE Upgrades were purchased through the app. 

 

The Redemption Process 

 

The app allowed users to purchase ticket upgrades easily without the need to queue at the box office or search online. People who downloaded the Official All Points East App could surface upgrades on their phone and enter the site with ease. 

 

Marketing

 

On visiting the All Points East website, you were directed to an app-specific landing page. The landing page included a breakdown of features, surfaced some of the available offers and had links to download the app on both Android and iOS.

 

The app was also promoted through social media channels such as Facebook and Twitter as well as being included in email updates. These techniques increased awareness and downloads of the app. With large numbers of people using the app, the opportunity to drive revenue was further increased.

 

We look forward to working with more festivals and can’t wait to see how we can increase revenue and enhance the user experience further.

 

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