Yesterday we made the exciting journey down to Barkestone Woods, Lincolnshire, as we had the pleasure of hosting the official press tour for the 10th anniversary of Noisily Festival, welcoming a host of journalists and bloggers from across the UK, and giving them a glimpse into the festival’s soul. Sundae has worked closely with the […]
Lost Horizon is the world’s largest music and arts festival in virtual reality created by the team behind Glastonbury’s legendary Shangri-La, featuring four stages, over 70 music acts, over 150 artists and over 200 artworks.
The festival featured an interstellar line up of superstar DJs including Fatboy Slim, Peggy Gou, Krafty Kuts, Coldcut, alongside underground acts and visual artists, raising money for The Big Issue and Amnesty International.
We began by launching the Lost Horizon brand with a new Instagram account, while also utilising the existing Shangri-La platforms and audiences. We produced a schedule for all social media channels which would inform followers about as much of the event as possible and all of the different strands, within a very limited time frame.
A key element to our campaign was building brand awareness via the performers, we generated bespoke branded assets and copywriting for each artist to appeal to their own audiences. We created a coordinated strategy for key announcements throughout the campaign such as line ups, set times and stage reveals.
All key stakeholders including Beatport, The Big Issue, Amnesty International and Sansar were equipped with a variety of assets and language to effectively promote the festival to their audiences, whose results are all combined to deliver the 18m impressions across the full campaign.
Working within a short space of time, with a completely new concept, one of our biggest challenges was informing and educating followers about how to get involved and tune in to the festival via virtual reality or live stream. We created a series of posts using bespoke graphics and videos to explain the concept and successfully drive clicks through to the ticket link.
Throughout the campaign, we monitored the online response from all key stakeholders, performers and press – sharing all positive posts on Twitter and Instagram Stories. We provided live coverage of the festival throughout the weekend with frequent posts to highlight key sets across all four stages.
Overall the festival was a huge success with over 4m in attendance either through the VR experience or live steam. Posts to the Shangri-La social channels alone had a reach of over 6 million with more than 9.8k ticket link clicks in total with minimal ad spend.