Making The Most Of Your Lineup Announcement
Credit: Rahul Pandit
With tents, glitter and gumboots at the ready, punters are returning to events worldwide to bask in the glow of live music all day long. This means that it’s a great time for event marketers to consider how they’ll be sharing their own lineup announcements. To help you get inspired, we’re taking a look at some of the most creative ways festivals have shared their lineups.
NYE On The Hill’s Redacted Poster
Last year, South Gippsland’s NYE On The Hill shared their event poster before their official lineup announcement, but with a twist. The event’s team posted an edited version of their poster to social media, with a selection of letters redacted from artists’ names. Alongside the poster, they invited fans to fill in the blanks. Those who tagged a friend in the comments and correctly guessed five or more artists went into the running to win a double pass to the festival. It was a simple but effective way to drive plenty of engagement with the post, before the lineup had even dropped.
Osheaga’s Video Game
To celebrate its 10th anniversary, Canada’s Osheaga Festival released the ‘Road To Osheaga’ mobile phone video game. In the game, characters Oshee and Aga raced towards the festival and as players dodged obstacles and earned points, they also unlocked lineup announcements. The game's top 10 point scorers were rewarded with double passes to the festival, while the top scoring player got to claim free accomodation, flights and tickets to the event for two. The game was soundtracked by music from artists who featured on the lineup, adding yet another cherry to this clever announcement cake.
Mountain Goat Valley Crawl’s Mystery Duo
When Brisbane’s Mountain Goat Valley Crawl announced their plans for an official after party, they also shared that they’d be treating punters to a ‘secret late night act’. On their socials, the event shared an event poster for the after party, complete with a television, a bleach bottle, a starry sky and the silhouette of a mystery duo. On the day of the event, the mystery duo was revealed to be TOWNS, the other inclusions in the poster were references to some of the pair’s most loved releases.
Boston Calling’s Treasure Hunt
Back in 2014, Boston Calling ran the Find The Vinyl campaign to announce their event lineup. The festival shared clues on their Facebook page to help prospective punters find the 11 vinyl records hidden around the city. Each vinyl revealed one artist from the lineup. Once the hunters found the vinyl, they could also post to social media using the hashtag #bostoncalling to score free tickets, before the event went on sale to the public. After the competition, Boston Calling also announced their full lineup via video at two late-night parties.
So there you have it, we hope we've helped spark some inspiration for the next time you're announcing the 'big things coming 🔥' for your event.
Related Articles
After competing on American Idol and being signed then dropped, by Sony, Miami-born, Cuban American singer-songwriter Sammy Arriaga has fast become one of the most interesting musicians of the Web3 world.