Case Study
May 31, 2024

Riley Green Tour: New Fan Engagement Strategy

Riley Green's team effectively engaged fans, promoted merchandise, and gathered valuable insights to drive future growth marketing efforts.

Goals

  • Capture and repurpose fan images/videos
  • Use trivia to promote merchandise between shows
  • Reward the audience during and post-show

Building the Experience

To engage fans and cultivate growth marketing levers like emails newsletters and merchandise promotions, Riley Green's team used PostUp, FanSee and Trivia Mania.

  • Custom Branding: Each feature was custom-branded in line with the tour graphics on users' phones as well as the video display.
  • Fan Live Streams: Fans were able to send live streams from their phones to the video display before the concert started, creating a dynamic and interactive pre-show experience.
  • User Generated Content: Fans submitted photos and videos via PostUp, which could then be shared by Riley’s team on social media or embedded on a website.
  • Merchandise Promotions: Built into a custom trivia game used between shows to keep fans engaged, with rewards for participating.

Results

  • Increased Engagement: Fans actively participated in submitting media and playing trivia, leading to higher engagement rates during and after shows.
  • Merchandise Sales: Promotions through trivia and video displays boosted on-site merchandise sales.
  • Continued Fan Interaction: Post-show emails and texts maintained fan interest and provided valuable insights for future campaigns.
  • Custom Branding Success: Consistent tour graphics across all features strengthened brand recognition and enhanced the overall concert experience.

Riley Green's team successfully engaged fans, promoted merchandise, and gathered insights to fuel future growth marketing efforts.

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May 31, 2024

Riley Green Tour: New Fan Engagement Strategy

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