Like most other festivals, Tomorrowland is a no-go in times of COVID-19. Instead of skipping a year, the organizers have launched a digital alternative taking place July 25th & 26th: "Tomorrowland around the world, the digital festival".
Via their computer, smartphone or tablet, visitors of all ages can explore the digital festival site and attend sets of their favorite artists. All stages are built in 3D, although DJs perform live. Even the fireworks and lazer shows are translated digitally.
Nevertheless, Tomorrowland remains an unforgettable experience that can be considered as a corporate religion. To stay in this spiritual mindset, we summarize the important marketing lessons of this spectacular event as we've known it before corona came along – in the form of 10 commandments.
For eons the 10 commandments have been an important source of inspiration for believers and even for non-believers… so why not use this to show you the way for all your marketing initiatives?
1. Customer journey
Tomorrowland really provides an end-to-end journey. The organizers start the journey months before the event and the experience ends with an official after-video to trigger everyone to be at the next event.
2. Storytelling: content plan
Tomorrowland elaborates a whole content plan about the event and everything around the event. It even goes one step further by letting visitors do the storytelling as well, encouraging them to share the content.
3. Community building
Tomorrowland doesn’t just build customers, it builds loyal fans: The people of Tomorrow.
4. Community management: social media
Communication is focused on social media, particularly on Facebook.
5. Total customer experience
Tomorrowland creates a magical customer experience. It focuses on an overall feeling and adds emotions to every possible interaction to create a fabulous experience for all of the senses.
Both before and during the event, many innovative products and services are available, such as the treasure case or music box with bracelet and the cashless festival where you pay with virtual pearls.
Tomorrowland thinks about the smallest details so you always stay in the fairytale.
Except for the digital edition that welcomes everyone regardless of age, the number of tickets are usually limited. First come, first served!
9. Special PR technique
Tomorrowland doesn’t create a great deal of communication. It doesn’t reveal everything at once, which gives the event multiple media opportunities. Every press release arrives with speculation and buzz.
10. Yesterday is history – Today is a gift – Tomorrow is a mystery
Let’s translate this into: Loyalty – Experience – Surprise & Delight
Use these 10 commandments as a marketing checklist when you are organizing a fancy event or experience. I’m convinced this blueprint will help you to make a success out of it. Just have a little faith and you can become the Tomorrowland of your sector…