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April 13, 2025

Case Study: How Greta Van Fleet Used Fan Engagement to Power Tour-Wide Data Growth

During a 10-stop tour across 9,000–12,000 capacity venues, Greta Van Fleet partnered with CUE to create an interactive fan experience that went beyond the moment—capturing real audience data and unlocking post-show engagement opportunities.

Results at a glance:

  • 6,872 unique fan participants
  • 5,842 pieces of user-generated content
  • 26,650 verified data points collected

The Challenge: Like many touring artists, Greta Van Fleet wanted deeper visibility into who was actually attending their shows—not just who purchased tickets. They needed a way to distinguish in-person fans from remote viewers, capture verified contact data, and do it without adding friction or requiring an app.

The Strategy: Rather than introducing a standalone promotion, the activation was designed to feel native to the concert experience. Fans were invited to participate using their mobile phones, contributing content in real time while simultaneously opting into data collection tied directly to CRM growth.

Execution: Live Participation, Real-Time Visibility

Across all 10 tour stops:

  • Fans joined via QR codes
  • User-generated photos and videos were displayed live
  • Participation required verified inputs such as email and phone number
  • Zip code collection allowed for geographic segmentation

The experience felt organic to fans, while providing immediate value to the band’s marketing and analytics teams.

Results: What the Data Revealed

  • 3,200 existing fan profiles updated
  • 4,200 new profiles added to the CRM
  • A post-event email campaign achieved a 69% open rate, including a promotional offer for the band’s kombucha product

Most importantly, the band gained access to immediate, verified fan data the night of every show.

Why It Matters

This activation proved that fan engagement doesn’t have to end when the lights go down. By designing interaction with intention, Greta Van Fleet transformed live moments into long-term marketing value—without disrupting the concert experience.

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