Social Media Case Study: How Eristoff Invasion Sold 10,500 Tickets via Facebook

This Case Study is a part of few case studies showcasing the best ways to leverage Facebook from business perspective.

Brand Name:

Eristoff Invasion

Introduction:

Eristoff Invasion is a music festival in India. In 2012, it was headlined by David Guetta. Only Much Louder (OML) was the promoter of the event.

Objectives:

Only Much Louder (OML) used Facebook to promote its Eristoff Invasion by:

• Increasing awareness about the event
• Drive awareness of product lines
• Generating awareness for Eristoff
• Driving ticket sales

Execution:

• OML created a Facebook Page to spread the word about the Eristoff Invasion:
• Chose cover photo of a live performance and selected a festival poster as the profile picture
• Created Events to promote the festival
• The organizer ran Facebook Ads to drive users to the Page
• Interests targeting was used to reach a selected group of users
• Users were targeted geographically based on the cities in which the event was planned
• Events were advertised to prospective fans who could RSVP directly through the ad
• The Eristoff Invasion Page was used to engage with fans before, during, and after the music festival.
• Prior to the beginning of the Festival, regular updates were posted about the pre-parties and other good-to-know information to generate interest in the event.
• During the event, pictures and videos of each show were posted with updates on upcoming events.
• After the event, OML shared press and media coverage of the event with fans through its Facebook Page.
• Once they built a base of fans for their Page, OML took advantage of Facebook Ads to generate word-of-mouth about its events at scale.
• Friends of connections targeting was used to reach friends of the fans of the Page.
• Sponsored stories were used extensively to generate new fans for the Page.

Results:

• 30X ROI on spend on Facebook Ads from sale of tickets
• 10,500 tickets sold directly using Facebook Ads
• 35%of all ticket buyers were invited by a Facebook friend to the event

For the Invasion Festival, Facebook drove more ticket buyers than television, radio and outdoor advertising.