Company

Creamfields is one of the UK’s biggest dance music festivals, owned and operated by Live Nation and held in Cheshire.

Today the festival runs over the August bank holiday weekend, welcoming 70,000 fans a day for a line-up of the biggest names in electronic music. Between fans, artists and partners, every edition produces a huge volume of photos, videos and social posts, much of it created by the crowd on site. For Live Nation, that content is one of the festival’s most valuable assets, both for keeping fans engaged after the weekend and for building demand for the next one.

Challenge

Creamfields 2021 marked the festival’s return after the pandemic forced the cancellation of its 2020 edition. Its 70,000 tickets sold out within 48 hours, and four days of headliners including David Guetta, Carl Cox, Eric Prydz and Martin Garrix were set to generate an enormous amount of content.

But most of that content would only be seen once, in the moment, on someone’s own social feed. Fan posts and artist moments would be scattered across platforms Live Nation didn’t control, with no single place for fans on site or following from home to experience the whole weekend.

Live Nation wanted to capture the best of each day of Creamfields in a destination it owned, and use the attention it generated to drive email sign-ups and registrations for 2022, not just look back at what had already happened. It also wanted performance and behavioural data showing how the audience engaged with different content. Knowing what fans enjoyed engaging with, and why, would give Live Nation a clearer picture of its audience and help it put ongoing marketing investment where it would work hardest. On social platforms, that insight stays locked away.

Solution

Live Nation partnered with Amondo to build an interactive, curated hub of the best content from each of the four days of Creamfields 2021. The full content experience was embedded on the Creamfields website and promoted through its own social channels, bringing fans back to a destination Live Nation owned and controlled.

A Gallery for every day of the festival

Each day’s Gallery captured that day’s best content, giving fans on site and watching from home a single place to relive it, rather than letting it scatter across individual posts.

Because every day had its own destination, fans could go back to a specific day or set rather than scrolling past it once, keeping the festival visible long after the final headline set.

Turning festival energy into next year’s sign-ups

Click-Through Tiles sat inside the content itself, connecting the excitement of the festival directly to partner offers, email sign-up and registration for Creamfields 2022.

With 2021 selling out in 48 hours, demand for the next edition was already there. Placing registration alongside the moments fans were reliving meant Live Nation could capture that intent while it was at its highest, rather than waiting for a separate campaign.

Results

Across the four days, the daily Galleries turned each day’s content into lasting attention and a direct route into Creamfields 2022.

More than 350,000 content impressions showed how far the Galleries travelled beyond the 70,000 fans on site each day, bringing the festival to everyone following from home.

An average session length of over a minute and a 175% interaction rate showed fans weren’t just glancing at the content. On average, every visitor interacted with the Galleries more than once, exploring and tapping through the moments that mattered to them.

By giving each day of Creamfields 2021 its own owned destination, Live Nation kept the energy of the festival’s comeback year going long after the final set, and put next year’s registration in front of fans while they were still buzzing from this one.