Dance Valley
Getting the next generation to the world's first dance festival
Client
Dance Valley was the world's first daytime festival for electronic dance music in 1995. It has since become an industry icon with 50.000 visitors per edition. Website: dancevalley.com
Briefing
As the fanbase of Dance Valley aged with the event, our challenge was to attract the next generation of music fans to secure the festival’s future.
Problem
Reputation and an average visitor age of 30+, made the event unappealing to younger festival crowds. Meanwhile this age group stopped visiting festivals, prioritising other responsibilities.
Insight
In festivals, people go where their friends are going. In order to attract younger visitors, we needed younger visitors to be very verbal about Dance Valley.
Solution
We recruited a community of 400 micro-influencers within the next generation of festival enthusiasts, amplifying the reach of Dance Valley on their social media to their friends - our target group. The micro-influencers were not rewarded financially beyond a free festival ticket to ensure authentic target group fit and intrinsic motivation.
Result
Dance Valley regained relevance to younger crowds and sustainable commercial growth. Until this day, the ambassador system is the most effective and cost-effective campaign element of Dance Valley.