Dance Valley
Getting the next generation to the world's first dance festival
Client
Dance Valley is the world's first daytime festival for electronic dance music since 1995. It has since become an industry icon with up to 70.000 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
As its average visitor age increased to 30+ (an age group that stopped visiting festivals, prioritising other life topics and responsibilities), the festival lost energy, relevance and appeal towards younger festival crowds.
Insight
Festivals are a social experience, in which visitors choose based on where their friends are going. 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 younger generation of festival enthusiasts and excited them about Dance Valley, while asking them to amplify its social media reach 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.