This Labor Day Weekend, the Budweiser Made In America
musical festival will return to the Benjamin Franklin Parkway for its third
year in a row. While pre-sale tickets for the music festival were announced in
the middle of April, festival goers were kept in the dark of the Philadelphia
line-up until Thursday, May 22. On May 20, the Budweiser Made In America
Twitter account tweeted that they were announcing the line up in two days and
continued to keep fans updated until that time. In that two-day time span, the
musical festival’s Twitter account consistently tweeted back at excited fans
that were anxious for the lineup to drop.
The morning of Thursday, May 22, the Budweiser Made In
America Twitter account tweeted that that they were announcing the line up at
noon and to stay tuned. Beginning a couple minutes after noon, this musical
festival announced its line up exclusively via Twitter. While the Budweiser
Made In America music festival could have just tweeted one graphic of the
entire line up, they instead announced the artists through a series of short
animations made to look like 3D neon posters. The musical festival’s Twitter
account released a group of artists and then saved every headliner for last,
each one having its own animation. The individual announcements were spaced out by about five minutes to build suspense and kept
followers excited about what was to come.
While the Budweiser Made In America music festival could
have simply just posted a general graphic of their line up on their Facebook,
Twitter or website, they instead chose an outlet that allowed them to engage
with their followers the most. By announcing the artists through a series of
tweets, it kept followers connected throughout the line up process and
reactions were live-tweeted as each round of artists was announced. By using
Twitter, the Budweiser Made In America musical festival created a fun and
unique experience for its followers by being interactive and follower-centered.
What do you think about the Budweiser Made In America music
festival choosing to announce their line up exclusively via Twitter? Could for
this work other brand announcements? Share your thoughts in the comments!
This guest blog post was written by PRowl staff member Rachel Draghi.
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