Imagine Festival, an aquatic-themed EDM music festival in Atlanta, released their headliners through a Snapchat geofilter scavenger hunt. This marks the first time a festival has utilised the Snapchat platform to “hide” and release their lineup via the geofilter tool.
To execute this campaign, we designed several IMF-branded filters, each containing a different headliner name, and purchased geofilters around the city of Atlanta for a specific timeframe.
To follow the aquatic theme, we released a Treasure Map across Imagine’s socials hinting at the date and locations to encourage local fans to “find” the “hidden treasures”.
To spread this moment far and wide, fans who discovered the headliners were asked to screenshot and share their Snapchat photos on their own social channels for those around the world to see. Finally, we rewarded fans who shared their Snapchat filters using a specified hashtag on Twitter and Instagram with VIP upgrades.
Asking fans to partake in the largest marketing moment of a festival’s cycle by using a platform that they already typically use in their daily life, combined with a unique strategy, rewarded the core, local Imagine demographic.
Overall, inviting and rewarding fans in the lineup announcement drove loyalty to the independently owned, growing EDM festival, showing our audience that the true value in any brand is just that – the fans themselves.
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