VOL.AT Festival Suite
2020 Finalist

VOL.AT Festival Suite

Russmedia

Schwarzach, Austria

Category Best Use of an Event to Build a News Brand

Overview of this campaign

VOL.AT has came up with something really special for the anniversary edition, using the motto “Glamping: Your Lounge @ Szene Openair”, a prize drawing was held for a stay in a container housing four people, complete with refrigerator, beds, loungers, power banks and lots more, including a power supply, air conditioning, shower/WC, plus festival passes. Szene Openair totally laid back - thanks to VOL.AT. Both sponsors and partners were able to profit from the campaign by showcasing their products to the 16-25 age group.

The competition started on May 31, ending on June 30, 2019. In order to take part, users needed a certain number of VOL.AT “Ländlepunkte“, requiring registration on VOL.AT (leading news portal). A large-scale advertising campaign ran on VOL.AT and social media throughout the entire period to draw attention to the Festival Suite. Shown in text and video formats, the ads (web, mobile, app) provided extensive information on the Festival Suite prize and how to take part in the contest. Users proceeded from here to the “Ländlepunkte” shop, where they could take part in the competition.

VOL.AT concentrated on the “Ländlepunkte“. As the competition was handled using VOL.AT “Ländlepunkte“, the campaign´s goal was to raise the number of registered accounts at VOL.AT, as well as to increase awareness of VOL.AT “Ländlepunkte“ amongst the younger target groups.


Results for this campaign

Around 25,000 visitors attended the three-day festival to listen to more than 50 live acts and DJs. Szene Openair 2019 celebrated the festival’s 30th anniversary. VOL.AT kicked off its activities by holding a very special competition for users, with a built-in glamping factor. A completely equipped container for 4 people could be won by any of the participants, equipped for overnight stays and spending time during the festival.

Over the four-week period a total of 2,086 individual participations were registered; a peak was reached, as expected, during the last week with 1,066 “players”. At the same time, registrations were recorded as a result of this action. The number of redeemed “Ländlepunkte“ was very interesting, since the number rise from an average of 509,585 monthly (January - May 2019) to 1,196,989 in June. This is an amazing increase of more than 134 per cent. We also had over 58,000 views on our stories on our Instagram channel during the festival.

A young VOL.AT user did win the VOL.AT Festival Suite: 24-year-old Klara Hürlimann drew the winning ticket and moved into the VOL.AT Festival Suite together with three of her girlfriends. As a regular festival visitor accustomed to occasional tent flooding, she was pretty impressed by the new luxury accommodation: “A bed, refrigerator, air con, shower and everything else we need – that’s a really good deal for us this year!”


Contact

To contact a company representative about this campaign, click here for the INMA Member Directory