Exclusive Content Reveal

Challenge

Beyoncé had partnered with Citibank and, in conjunction with their ThankYou® Rewards program, was going to be offering pre-sale tickets to both her world tour and her four intimate New York City shows at the Roseland Ballroom for Thank You Rewards members. The challenge? The announcement was going to be made in only six days...

Solution

Stuzo | Dachis Group partnered closely with Citibank, Publicis, and Beyoncé to rapidly build and deploy an announcement experience which would alert fans what ticket to call to purchase tickets the moment that they were made available - first for the world tour and then for each of the four successive NYC shows. Parallel pathing between creative and application developers allowed for the experience to be approved just in time for the big announcement, and tightly synchronized phase-shifts tantalized users as they returned often to see if pre-sale tickets had yet been made available. Exclusive behind-the-scenes videos of Beyoncé at the intimate NYC shows housed in custom media players also sustained engagement after each performance.

Results

The first of the Roseland Ballroom shows sold out in a mere 22-seconds and all shows followed suite, and the fan-gated exclusive content reveal experience garnered nearly 100,000 visits, resulting in roughly a 350% increase in Facebook fans from August 10th to August 30th.