Riley Green Tour: New Fan Engagement Strategy

Riley Green's team effectively engaged fans, promoted merchandise, and gathered valuable insights to drive future growth marketing efforts.

Goals

• Capture and repurpose fan images/videos
• Use trivia to promote merchandise between shows
• Reward the audience during and post-show
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Building the Experience

To engage fans and cultivate growth marketing levers like emails newsletters and merchandise promotions, Riley Green's team used PostUp, FanSee and Trivia Mania.

• Custom Branding: Each feature was custom-branded in line with the tour graphics on users' phones as well as the video display.
• Fan Live Streams: Fans were able to send live streams from their phones to the video display before the concert started, creating a dynamic and interactive pre-show experience.
• User Generated Content: Fans submitted photos and videos via PostUp, which could then be shared by Riley’s team on social media or embedded on a website.
• Merchandise Promotions: Built into a custom trivia game used between shows to keep fans engaged, with rewards for participating.

Results

• Increased Engagement: Fans actively participated in submitting media and playing trivia, leading to higher engagement rates during and after shows.
• Merchandise Sales: Promotions through trivia and video displays boosted on-site merchandise sales.‍
• Custom Branding Success: Consistent tour graphics across all features strengthened brand recognition and enhanced the overall concert experience.‍
• Continued Fan Interaction: Post-show emails and texts maintained fan interest and provided valuable insights for future campaigns.

Since incorporating emails into their advertising strategy, the cost per result has decreased by 22.5%, allowing them to spend less money to get better results more effectively as a direct result of this activation!

Riley Green's team successfully engaged fans, promoted merchandise, and gathered insights to fuel future growth marketing efforts.

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