The latest innovation in music entertainment, crowdDJ® proved to be a powerful vehicle for consumer engagement at Dreamworld’s recent “Screamworld” party after-dark event. The modernday jukebox empowered thrill-seekers to engage with and personalise the Screamworld soundtrack, before and during the event, resulting in;
►Accelerated ticket sales; the event sold out
►A high-energy, interactive ‘live’ event experience across the park
►A heightened connection with event-goers of all ages (yes, even Dad enjoyed himself!)
►Through integrating with Spotify, Dreamworld were able to use the crowd generated playlist as content in social media after the event
One week out from the event, Dreamworld had secured 890 ticket sales. Leveraging the power of music, the team launched a social campaign introducing crowdDJ® and asking fans to nominate and vote for the tunes they wanted to hear at Screamworld. Facebook exploded; with over 12,400 likes, shares and comments, people were obviously keen to have their say about the music they wanted to squeal along to on the night. Event buzz intensified, and in 48 hours, all 3,000 tickets were SOLD OUT.
|Organic reach||14,898 unique fans|
|Likes, shares & comments||12,422|
|Unique song requests||690|
|Source: Dreamworld Facebook engagement|
Contributing to the pre-event hype, digital advertising was used around the park to promote crowdDJ® and Spotify - the world’s largest and most successful music streaming service - as an interactive addition to Screamworld.
No party is complete without great music, and the Screamworld party after-dark event certainly had that! crowdDJ® was used to create an interactive ‘live’ event experience that put the crowd in control of the music being played throughout the entire park.
To set the tone, the event included a centrally located crowdDJ® ‘hub’, complete with full stage set-up, DJ console and a professional DJ - the crowdDJ® host. Here, punters discovered crowdDJ® via a number of kiosks where they could choose a song or request their favourite music via Spotify.
“They’re playing my song!”
“They played my song before yours.”
“Hey look, our song is coming up next!”
The crowdDJ® host fuelled the crowd’s anticipation by manually manipulating the song order to cater for demand with the crowd being able to see their song selections climb the playlist.
A roving promo team, supported by digital advertising panels around the park, ensured crowdDJ® was with event-attendees at every moment. Punters were particularly excited to learn they could download the crowdDJ® app, and link it with Spotify, to play DJ in real-time, from wherever they were – even ride queues were entertaining!
Spotify promo accounts were also distributed to non-Spotify users as a further value add.
People of all ages were amazed by the opportunity to choose the tunes being played at Screamworld. The crowdDJ® entertainment offering heightened the after-dark event experience; leveraging the power of music to drive consumer engagement, and a sense of shared energy and fun across the entire park.
After the event, Dreamworld were able to use the crowd generated soundtrack from the night as an engagement tool through social media.
“Thanks to the incredible buzz created by crowdDJ® on social media, this was one of the fastest-selling Screamworld events ever. It was clear everyone was getting a real kick out of picking the songs being played across the park, people didn’t even mind waiting in ride queues. It was a huge success, we’ll definitely be using crowdDJ® for future events.” - Dreamworld