LIGHTNING IN A BOTTLE
OVERVIEW
is an annual music festival in the Central Valley region of California. It is presented by The Do LaB, which seeks to promote sustainability, social cohesion, and creative expression. The festival features music performances, guest speakers, visual and interactive art installations, yoga classes, and group meditation, and other attractions.
Lightning in a Bottle (LIB)
SERVICES
Social Media Management
Content Strategy
Content Creation
Lead Generation
Media Planning
Creator Partnerships
DTC Marketing
ManyChat Automation
Community Engagement
THE GOAL
Develop and execute immersive, cross-channel marketing strategies that amplify the festival brand, drive audience engagement, and maximize ticket sales through strategic campaigns and activations.
CAMPAIGN OVERVIEW
PRE-SALE
GOAL
Build anticipation and drive early ticket sales by engaging the core festival audience; establish a strong brand presence and reinforce the festival’s identity
TARGET AUDIENCE
• People who have attended LIB before and want to secure their tickets early
• LIB and Do Lab fans, followers, and community members
• Interest-based groups such as dedicated festival goers and EDM enthusiasts
• Generally speaking, the people who are the most engaged and want to secure their tickets at the lowest possible price
CONTENT STRATEGY
• Repurposing archival festival footage, highlighting past artists, art installations, wellness experiences, fan testimonials, and more
• Drive urgency around early bird pricing; post infographics that explain ticketing tiers, ticket packages, accommodation options, and more
• Drive followers and target audiences to register for access, effectively collecting email and fan data early on in the festival cycle
EXAMPLES
LINEUP ANNOUNCE
GOAL
Generate buzz and maximize ticket sales by strategically revealing the artist lineup; expand audience reach by engaging both returning fans and new potential attendees
TARGET AUDIENCE
• Returning festival-goers and potential new attendees attracted by high-profile names
• Music lovers across multiple genres who follow headliners and niche acts
• Festival content creators and influencers who help amplify reach
CONTENT STRATEGY
• IAAs to individually highlight artists on the lineup
• Archival footage from artists' past performances to drive hype on socials
• Hype videos using archival footage from past years with the artist names and festival details listed across it
Leading up to the lineup announce, we utilized ManyChat to drive email sign-ups. Followers and page viewers were prompted to comment ⚡️ on certain posts and, as a result, received an automated DM with the sign-up link. This helped boost engagement on Instagram posts while effectively driving on-sale registration. The following flowchart details how ManyChat automation features were integrated with the festival's existing newsletter platform, Active Campaign.
Upon a lineup leak on Reddit, the team capitalized on the momentum it caused by creating content out of the comments. This led right into the lineup announce that following Monday, amassing 40k+ likes on Instagram and 4.2M views on TikTok.
ON-SALE
GOAL
Capitalize on the momentum from the lineup announce to drive ticket sales, tailoring different strategies towards each tier, such as GA, VIP, etc.; generate awareness about the overall festival experience, including the stages, installations, volunteer opportunities, and more
TARGET AUDIENCE
• Fans and the followers of the artists
• Retarget page and site visitors
• Genre-specific fanbases (electronic, indie, bass, house, world music, etc.).
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CONTENT STRATEGY
• Artist-specific content, such as live performances, IAAs, curated playlists, and more
• Infographics detailing information around installment plans, ticketing tiers, accommodation packages, and more
• Repurposing UGC posted by influencers or creators to further drive excitement around the lineup
After announcing the lineup, a TikTok creator posted her reaction and received a lot of engagement on her video. We repurposed this video in our paid ad placements and reshared it organically to boost engagement and conversation around the lineup.
We capitalized on a trending audio and trending topic around Love Is Blind to create the following video, helping shift the TikTok to a more casual, humorous brand voice.
In addition to the IAAs posted regularly in-feed and to IG story, we created unique content around the artists to further boost engagement.
Informational messaging continued, providing potential attendees as much detail as possible to make an informed decision around their ticket purchase. Content, such as a 3-day vs 5-day conditional diagram and a Passes & Accommodations infographic carousel, helped drive more awareness.
