Company

Nobody sells a Kylie show like a Kylie fan. Thirty-plus years of hits, confetti cannons, costume changes and a crowd that knows every word: once you’ve seen it, you want to go.

In 2018, Live Nation’s UK marketing team had the Golden Tour to fill: over 30 arena shows across the UK, Europe and Australia. From the very first night, fans were filming, posting and tagging #GoldenTour, and Live Nation saw the chance to put that content to work selling the dates still to come.

Challenge

The catch was where that content lived. It was scattered across thousands of fans’ own feeds, seen mostly by their friends and gone within a day or two.

The people Live Nation needed to reach, those still deciding whether to buy tickets for future shows, were unlikely to stumble across it. And even if they did, there was no easy way to go from fan-generated content to buying a ticket.

Live Nation also needed to see it working: not just that people looked, but that the content held their attention and sent them off to buy.

Solution

So Live Nation partnered with Amondo to bring the best of the tour together in one place, right on livenation.co.uk, with tickets for the next shows just a tap away.

Letting fans tell the story

After each show, every post tagging #GoldenTour or @kylieminogue landed in one searchable home within the Amondo platform, instead of being scattered across thousands of fans’ accounts. Live Nation’s team could filter through it, pick out the best photos and videos and approve them in a few clicks, keeping anything off-brand out of the experience.

The approved posts went live alongside Live Nation’s own tour artwork, so every new date made the experience better. Someone weighing up a later show could see exactly what fans in Newcastle, Glasgow and London had loved.

That’s what made it work. People trust each other far more than they trust advertising: 92% of consumers trust content from real people over branded ads, and it earns 6.9x more engagement than content brands make themselves.

One tap from a clip to a ticket

Buying a gig ticket is an emotional decision, and it’s often made in the moment, right after seeing how much other fans loved the show. That’s when intent is at its highest. Send people off to search for tickets, and that momentum fades fast, with every extra click a chance to drift away.

That’s why we added Click-Through Tiles into the experience, linking straight to tickets for the dates still on sale, so a ticket to the next show was just one tap away.

Results

Fans’ content became the tour’s best salesperson.

People didn’t just scroll past. They spent four times longer with the content, explored 25 Tiles on average, and 3.2% clicked through to buy. For Live Nation, every show on the Golden Tour helped sell the next one.