Last week, Coachella kicked off its first weekend of its festival, but this past week, Coachella brought out the big guns for its last weekend. Yet Firefly matched Coachella this past week, for the Delaware music festival came out, guns blazing, and bounced back from its recent rather lackluster performance on social media. While Coachella and Firefly tied for first, Warped Tour settled for second, and in the words of Ricky Bobby from Talladega Nights, “If you ain’t first, you’re last.”
Today, Warped Tour finally announced that all of its bands had been announced for its tour. The tour tweeted, “So many artists have been announced for Warped Tour!” and attached a link to the full lineup to the tweet. The tweet utilized pathos with its enthusiastic and excited tone, specifically marked by the exclamation points; it sought to appeal to the excitement of Warped Tour’s followers. The call to action, which was for the followers to click on the link to see the full lineup, contained ethos, for the legitimacy of Warped Tour’s social media accounts give legitimacy to the link that it included in the tweet.
Despite the excitement in the tweet and the use of rhetorical appeals, Warped Tour’s attempt to excite its followers fell short of what it had aimed to do. This past week, Warped Tour did not make any band announcements like it had been doing since the beginning of this semester. As a legitimate company that runs the tour, Warped Tour is responsible for releasing information and keeping its followers and audience up to date, yet it failed to do so when it did not release a lineup. Instead of informing its followers that it had finished its band announcements, Warped Tour waited till the end of the week to release such information. By failing to relay information to its followers in a timely manner, Warped Tour damages its reputation as a responsible company. This shows a lack of company-audience engagement, for Warped Tour is not engaging with its followers by providing them with important information. This is also evident by the fact that only 52 people retweeted the tweet and 196 people favorite it; Warped Tour has 810K followers.
While Warped Tour led on its followers, Firefly reached out to its followers to help one of its performers. On April 16, one of Firefly’s performers, Knox Hamilton, had been robbed of all their equipment. In response, Firefly advertised the GoFundMe page to help replace the equipment, and in addition to asking its followers to donate, Firefly announced that they would match the amount of donations made prior to midnight. This single act of kindness embodies Firefly’s humane personality; the festival, instead of acting purely as a corporation trying to sell a product, acts in a very humble manner online.
The tweets shown above both contain pathos because both tweets aim to appeal to the emotions of Firefly’s followers. The first tweet, made on April 16, appeals to the followers’ sense of sympathy by drawing on the ‘Firefly Fam’. The significance of the hashtag rests in both its publicity and ability to show a sense of “We’re all in this together.” The hashtag publicizes the tweet to the public, so not only do followers of Firefly see the tweet, but all Twitter users can see it as well, thus drawing more people to donate. The hashtag also rounds up followers and rallies them around a certain cause by calling the followers a family. The second tweet, made on April 17, appeals to the followers’ sense of happiness because it sends an update on the donations. By saying, “See you in June”, Firefly restores happiness and hope to the performer and followers because the phrase denotes that the donations paid off. These two tweets, although they did not provide any direct information about the festival, embodied the success of Firefly’s social media campaign, which can be attributed to its success in company-audience engagement.
While Firefly saved one of its performers, Coachella kicked off its second weekend of festivities. On April 17, Coachella tweeted, “Post your favorite @CampCoachella moment & win a free ride on the ferris wheel for you and a friend.” This promotion of a free ferris wheel ride is a fantastic marketing ploy because it publicizes Coachella on social media while the festival takes place. By having its attendees post pictures of Coachella on social media, the general public can see visuals of the Coachella experience, thus potentially inspiring people to attend the festival next year.
In addition to its free ferris wheel ride, Coachella used this past week to send information and updates via Twitter to its attendees. For example, Coachella tweeted about phone charging stations, water stations, art exhibits, and performing times. By relying on Twitter to send out information and updates, Coachella strategically uses social media to make succinct announcements that can be seen on mobile devices that attendees own and use. Attendees can easily access information about Coachella by taking to its official Twitter account, thus all the tweets use ethos because of the twitter account’s legitimacy. Although sending out updates about the festival is not marketing, Coachella effectively utilizes its twitter to give information to its attendees.
This past week, Coachella shone because it effectively used its social media accounts as information outlets, and it even hosted a contest that also promoted the festival on social media. Finally, the California festival took notes from Firefly’s social media campaign and took strides to increase company-audience engagement. Firefly exhibited its company-audience engagement this past week when it called on its loyal followers to help one of its performers. Unlike Warped Tour, who calls on its followers as well for help, Firefly itself tweeted about the donations rather than retweeting another social media account’s tweet regarding the series of events; this gives more importance to the situation because Firefly itself, a corporation, shows its followers that it cares and will donate. Warped Tour does not tweet about its organization, rather it retweets the organizations themselves, thus showing slight indifference in the cause. Warped Tour, if it wants to improve its social media, needs to increase its company-audience engagement, and it needs to release information in a timely manner.