The Vans Warped Tour 2013 brought the “Best Day Ever” to fans across the U.S, creating a music lover’s playground with artists from all genres: rock, punk, pop, hip-hop, folk-punk and reggae. The Vans Warped Tour creators teamed up for the third year in a row with TEC Direct Media to promote the 2013 tour, its 19th to date.
In keeping with the theme of “Best Day Ever,” tour creators added a new Spotify Stage showcasing EDM and hip-hop artists and expanded the Acoustic Basement featuring established and up-and-coming acoustic artists. It was important to communicate these new elements to the existing Vans Warped Tour fan base as well as drive new ticket sales.
TEC Direct Media wanted to build upon its success in 2012, when it introduced a mobile element to the national campaign to engage Warped Tour fans with a sweepstakes. The 2013 national TV campaign, in addition to promoting ticket sales, again served as the vehicle to invite fans to text in for a chance to win backstage passes and entry to a post-concert barbecue with tour creator Kevin Lyman and participating Vans Warped Tour bands. After entering the sweepstakes via SMS, respondees were invited to join the Vans Warped Tour Mobile Club, giving tour promoters access to a highly engaged group of fans. TEC Direct Media optimized the campaign throughout, by tracking response data and reallocating media to better performing outlets.
The mobile element saw a 50% conversion rate of sweepstakes entrees joining the Vans Warped Tour Mobile Club and mobile club membership doubled to over 20,000. Even with so many more summer festivals and a tough economic climate, ticket sales were up in 2013.