Phear Creative teamed up with Kings of Leon with the objective of re-energizing the band's fan base around their 2014 Mechanical Bull tour.
To accomplish this, we developed the NachoVision content platform to engage and reward super-fans through a unique social/experiential ticket upgrade program and a road diary of exclusive content.
With the specific aim of translating online content into offline action, we saw a sizable bump in impressions across their channels including a 486% increase in engagement as well as remarkable pre/during/post fan excitement on the ground.
Any artist or brand can give away prizes or respond to fans through their social channels. We wanted to drive meaningful impact through the band's social engagement in a way that was down to earth and authentic to the band's values and personality. Phear Creative recognized the potential that the unique point-of-view of the band's guitar tech and cousin, "Nacho", provided and developed a plan to engage and reward the super-fans through his voice.
Through the course of the Summer tour, the NachoVision content platform focused on two main goals to reward their super-fans.
First, Nacho left clues on the official NachoVision Instagram for a chance to find him within the venue and receive a ticket upgrade as part of #NachoVisionMiracles. As word spread, what started as a small hand-to-hand outreach program grew to almost outlandish proportions.
Second, exclusive content gathered through the band's nightly "#SongForTheCity" call for requests was quickly edited and released on various channels through NachoVision. Fans were given the near-instant gratification of watching and sharing "I was there" videos of never-before-played or deep cut tracks only performed at the show they attended.
With through-the-roof social engagement, a 486% jump from the start, and a social media diary full of unforgettable fan experiences, NachoVision delivered the results the team had set out to achieve.
