Weekly Round Up: Firefly and Coachella Tie for First

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.

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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.

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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.

Weekly Round Up: Firefly and Coachella Tie for First

Let the Festival Begin: Coachella Kicks off First Weekend of Festivities

The festivities have begun for Coachella, and not only is the festival being advertised on Instagram, Facebook, and Twitter, but it is also making its way onto Snapchat. Snapchat’s Los Angeles snapstory has begun to show excited festival-goers preparing for Coachella, and this, although not technically directly advertised by Coachella itself, is a huge benefit for the California festival. While Coachella made it onto Snapchats everywhere, Firefly and Warped Tour remained quiet before their festival start dates. Warped Tour continued its trend of posting too many times a day, but this past week, it announced on its Facebook page the full Warped Tour lineup.

This past week, Warped Tour announced through Facebook that the entire 2015 Warped Tour lineup could be found on its website, and it attached a full picture of the lineup to the post. Although Warped Tour posted that all artists had been announced on Facebook, it did not do so on its Twitter page. By relying on just one social media platform to make this important announcement, Warped Tour alienates its followers that use Twitter more than they use Facebook as well as its followers who do not use Facebook at all. Also, though Warped Tour changed its cover photo on Facebook to its full lineup, it did not echo this action on its Twitter. If Warped Tour wants to promote its brand and its artists to a wider audience, it needs to make the same announcements across all social media platforms to reach a larger audience.

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In addition to its full lineup announcement, Warped Tour took time on its Twitter account to not only promote one of its charities, but it also helped the organization make an important announcement. The organization, Feed Our Children Now, tweeted about looking for volunteers in specific cities, and it also tweeted about its contact information. Since Warped Tour retweeted this organization, it used its credibility and reputation to find support and help for Feed Our Children Now. By retweeting Feed Our Children Now, Warped Tour shows its followers that this organization is worth paying attention to and helping out with because the tour itself recognizes and supports this organization’s work. The ethos in these announcements stem from Warped Tour’s legitimacy as an established concert tour as well as its reputation as a very popular music concert. Although Warped Tour does post too much on its Facebook and Twitter, it helps promote its charities and organizations through these social media platforms; this benefits the organizations because it draws attention to them.

While Warped Tour promoted its organizations, Firefly still continued to promote its poster contest as well as its performers. On April 6th, Firefly tweeted, “If you’ve been procrastinating…get it together bc poster deadline is at midnight! Info here…” The pathos in this tweet sought to appeal to the curiosity of the followers, because the purpose of the tweet was to try to encourage last minute submissions. Firefly tweeted this because it wanted to change the minds of followers who may have been indecisive regarding whether or not they wanted to submit a design. The ethos in this tweet stems from the fact that the official Firefly account tweeted this, so followers knew that the link, which was included at the end of the tweet, was legitimate and the actual link to making a submission to the contest.

Although the contest itself was highly promoted by Firefly, it was not a success amongst followers. The poster contest alienates those followers who do not know how to draw or do not have the proper equipment to make the posters. Firefly’s poster contest only appeals to those who know how to draw well and want their art publicized at the concert. As mentioned in my previous post, Firefly should abandon its poster contest and just have members of its company design posters for the festival rather than relying on followers to design posters for it.

Like Firefly’s poster contest, Coachella held a garbage bin design contest a few months ago, and this past week, Coachella tweeted a photo of 5 of the designed trashcans at the festival grounds. The tweet said, “Check out @GLBLInheritence’s TRASHed Coachella 2015 Collection…”, and this tweeted was directed to both its followers and the festival attendees. Since Coachella’s first weekend has kicked off, the California festival has taken to Twitter to keep its followers and attendees updates on events at the festival in a succinct and convenient manner. Since everyone has their cellphones with them, attendees can easily check social media for updates; therefore Coachella strategically uses Twitter to keep its attendees informed about important manners. For example, this morning on Twitter, Coachella notified its attendees of yoga and pilates classes at the camping grounds led by professional teachers. The ethos in this tweet comes from Coachella’s twitter’s verified seal, thus showing followers that the classes are real and endorsed by Coachella. Also, the promotion of these classes by Coachella tries to convince attendees that these classes are worth going to.

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Coachella still maintains a marketing presence despite the fact that its events have already started taking place. By tweeting remarks and promoting its events via Twitter, Coachella makes announcements to all of its followers regardless of whether they are at the festival or not. The purpose of this is to appeal to its followers’ desire; Coachella wants to show its followers how fun and exciting Coachella is by tweeting about daily events and festival activities so that all of its followers can see. Since all of the followers can see Coachella’s tweets, Coachella seeks to make its followers want to go to Coachella next year so that they can experience the events and activities displayed on the social media accounts.

This past week, Coachella drastically improved its social media campaign because its festivities started; therefore attendees would be relying on social media to receive updates on important festival information. Although improving its social media campaign around festival time has benefited Coachella, the festival should maintain a consistently effective social media campaign throughout the year. Firefly does just this, and that is why Firefly has been the most effective social media campaign throughout this past semester. While Warped Tour does maintain an active social media campaign year-round, it posts/tweets too much, thus causing its social media campaign to be ineffective.

Let the Festival Begin: Coachella Kicks off First Weekend of Festivities

Weekly Round Up

As the dates for Coachella grow closer and closer, the festival begin posting more and more on social media, so much more in fact, that it has overtaken the Firefly Music Festival. While Coachella has been vigorously trying to excite its audience and make announcements, Firefly’s social media excitement has died down, perhaps a sign of the calm before the storm since Firefly has about two more months before its festival dates. One the other hand, Warped Tour has still been struggling along, failing to correct its social media marketing mistakes and continuing to uphold a subpar social media campaign.

On April 1st, Warped Tour played a poor joke on its followers. The tour was supposed to release another set of band announcements, but instead, it released 4 random names of people who had nothing to do with music. Yet it did not even announce later that it was an April Fools prank; it left its followers to do their research online and uncover the disappointment itself. This prank was distasteful: it hurt Warped Tour’s social media campaign and credibility rather than helped it make its followers laugh. The ethos in this tweet stemmed from Warped Tour’s social media account’s credibility, but this credibility is what hurt the company because followers actually believed the announcement. The lack of pathos, too, confused followers because it only showed names; it did not seek to appeal to any of the followers’ emotions. This was clearly a social media gaff because it upset followers while it sought to make them excited for a real band announcement.

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Warped Tour should have known not to play such a cruel prank on its followers, who were awaiting a band announcement. While Warped Tour pranked its followers, Firefly strayed away from such actions. Instead, this past week Firefly took time off between its exciting band announcement and ticket giveaways to promote the artists who will be performing at the festival. Although the Delaware festival did not tweet much this past week, it tweeted about its poster contest and a few bands on its lineup. With the poster contest, Firefly announced that there would be an extension to the contest as well as free tickets as a prize. From this, I deduced that Firefly was not getting many submissions for the contest, thus it decided to boost participation by extending the deadline and creating an incentive for people to submit poster designs. Firefly tweeted, “Submit your #Firefly poster by Monday night to win free tickets…” and included a link at the end of the tweet. The call to action was explicit: submit a poster. By adding the words “Win free tickets”, Firefly easily created an incentive for its followers to submit a poster.

Like its ticket giveaways, Firefly’s poster contest seeks to bring attention to the festival by increasing audience participation in pre-festival events like the contests that Firefly conducts through social media. By conducting these events through social media, Firefly can direct online traffic to its accounts. This poster contest uses logos because it increases the deadline extension by 5 days, which it implicitly implies that followers should create and submit a poster in 5 days. The logos tries to convince followers that a 5 day extension will be sufficient enough and that due to the extension, followers should take the opportunity to participate in the contest. Unfortunately, this poster contest does not seem very popular amongst followers because it only received 6 retweets and 51 favorites. Instead of relying on its followers to create its festival posters, Firefly should just design its own posters so that more people will buy the official merchandise designed by the credible, official company.

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It seemed like Firefly’s social media campaign took a dive this past week, thus allowing Coachella to maintain its spot from last week as the best music festival. The California festival began promoting more of its performers; for example, it let Kaskade, an EDM group playing Coachella, take over Coachella’s Instagram account to promote itself and the festival. In addition to that, Coachella began promoting its online, live-feed of the festival. The promotion of the online, live broadcast of the festival via YouTube is an incredibly beneficial element of Coachella’s marketing because it includes those followers and members of the target audience who did not buy tickets because they either could not attend Coachella or afford the tickets. By giving those who are not attending Coachella an insight into what the Coachella festival may be like, Coachella is implicitly marketing itself to that crowd. It is still marketing its product and brand to those who did not buy the product by giving them a sample of what the festival is like without those people attending.

In addition to its information about its live broadcast of the festival, Coachella also spent the past week making last minute announcements about festival technicalities. This is beneficial because many followers may forget about announcements that Coachella had made weeks ago; therefore by reposting about these announcements, Coachella is providing followers with old news without making them scroll through countless tweets and posts to find certain information. For example, Coachella tweeted about activating festival wristbands, which serve as the tickets to the festival. Coachella tweeted, “Have you activated wristband yet? If not, head over to…” with a link attached to it. The call to action was for the followers to go to the link and activate the wristband. The ethos in the tweet stemmed from Coachella’s twitter account’s legitimacy as a verified official account, thus followers knew that since the festival itself was telling them to activate their wristbands, they needed to go to the specific link attached to the tweet. By making announcements of information through Twitter, Coachella can succinctly provide its followers with updates about important things they need to complete prior to the festival.

Like Coachella, Firefly and Warped Tour both use their Twitter and Facebooks to post information about their respective festivals. Usually, Twitter is used by the companies to make shorter announcements, while Facebook is used to make longer announcements since there is no character limit. Firefly uses Twitter effectively because like Coachella, it uses Twitter to make succinct announcements to its followers about the festival. Warped Tour, while it does make announcements through its Twitter, overkills its social media activity by tweeting too much. Warped Tour not only posts updates about its tour, but it also relies on its twitter to promote its artists, its charities and organizations, and just artists under the punk or alternative music genre in general. If Warped Tour wants to improve its social media campaign, it needs to look at Firefly and Coachella’s social media accounts as examples because those festivals effectively use their Twitter, Facebook, and Instagram.

Weekly Round Up

Weekly Round Up: Surprise Win by Coachella

This past week, Coachella made a shocking move and stole first place from the reigning champion, Firefly. Although Firefly’s social media campaign still retained its stellar qualities, Coachella increase in enthusiasm helped the festival better its social media campaign. While the two predominately indie-alternative music festivals prospered, the punk rock Warped Tour still fell behind. Warped Tour, still continuing on with its band announcements, has not improved its social media campaign. It still remains clogged with so much information that its Facebook and Twitter accounts are difficult to maneuver when trying to find a specific announcement.

Warped Tour’s overkill of its social media account is apparent in its excessive band announcements. Since Warped Tour relies on its Twitter and Facebook to announce lineups, the excessive social media activity drowns out the excitement of the band announcements. By tweeting more than often, Warped Tour buries its band announcements under countless tweets, thus making it difficult for followers to keep track of all the artists that will play the tour. This overkill discourages followers from keeping up with the Warped Tour social media accounts because they cannot conveniently access the information and announcements that they want to see.

Aside from its 17th band announcement, Warped Tour took the opportunity to market not only its tickets but also its merchandise such as t-shirts and magazines. In its tweet, Warped Tour made a call to action for its fans to, “Add the new items to your purchase”, and it included a link to the website where all the merchandise was sold. The tone of this tweet was enthusiastic and excited because it sought to appeal to the excitement and enthusiasm of the followers. By utilizing pathos and appealing to its followers, Warped Tour tries to convince its followers to buy its other merchandise. Advertising t-shirts, magazines, and other merchandise other than tickets is something unique to Warped Tour’s social media accounts. With Coachella and Firefly, the only products they promote on their social media accounts are their tickets.

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Coachella and Firefly both had a productive week. Since the dates for Coachella are growing closer, Coachella has taken to its social media accounts to make announcements about festival information, and it has even increased its audience engagement by answering a few questions from followers. For example, Coachella made two consecutive announcements about lockers at the festival and bringing a charger to the festival grounds.

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By tweeting important information back-to-back, Coachella makes it easier for its followers to find information on its twitter. This differs from Warped Tour, who tweets information sporadically and leaves its followers to search through all of Warped Tour’s tweets to find pieces of information.

Aside from Coachella’s informative tweets, Coachella finally came up with a catchy hashtag for its “throwback Thursday” tweet. Although Coachella did not hold a contest like Firefly does with its throwback Thursday events, the tweet itself, “What’s your favorite Coachella memory?” makes the tweet seem more human. The tweet asks the followers what their favorite Coachella memory is, thus appealing to their sense of happiness because it asks them to share a moment they experienced at Coachella that brought them excitement. This differs from Firefly’s contests because followers of Firefly will submit only ‘high quality’ pictures they think Firefly will like; therefore most of the pictures will not embody a favorite memory from Firefly. By composing a tweet with a trendy hashtag, “Coachella Memories”, Coachella appeals to its followers and drives discussion and attention towards itself on social media.

While Coachella drastically improved its social media campaign and image, Firefly remained the same, but it did not lag far behind. This past week, Firefly announced its annual post contest. The tweet included the phrase, “This could be you”, and this single phrase covered 3 rhetorical appeals. The first, pathos, was utilized to appeal to the follower’s interest because it made it seem like the follower had a chance of winning the contest and a potential prize. The second, ethos, was apparent because this was a Firefly-sponsored contest; therefore followers knew that the contest was legitimate. Since Firefly hosts the contest, followers know that anything they may win will have something to do with the Firefly festival, thus creating more incentive to enter. The third, logos, was not as explicit, but it was still utilized. “This could be you” tells the followers that they have a chance of winning the contest if they enter; the logos is used to convince followers to enter based on their chance of winning.

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In addition to its poster contest, Firefly also made an announcement about its payment plan. The call to action in the tweet was the phrase, “Take advantage of the payment plan before it expires…” This brief announcement is followed by a link, which provides more information about the payment plan. This tweet demonstrates the benefits of marketing on twitter. Firefly makes its announcement by including the most important aspect of it, which is its main message: buy the payment plan before it expires. Then, since it does not detail what the payment plan is, Firefly includes a link that provides more information for people that are interested. This use of marketing on twitter is beneficial because the succinct marketing message draws the followers in, and the call to action appeals to their interests, thus making them click on the link to find out more information. Most of Firefly’s marketing tweets are formatted in this manner, thus making its social media campaign very effective and strong.

Firefly’s strong social media campaign, however, was finally knocked off its throne this past week when Coachella improved the tone, appearance, and content of its tweets. The West-coast music festival proved its strength when it made a “TBT” tweet asking followers to share personal memories of their past experiences at Coachella. This differed from Firefly’s competitive photo contests, which often do not allow followers to share their actual favorite memories but rather pictures they deem fit enough to win them tickets. While Coachella and Firefly competed against each other, Warped Tour still lagged behind. Warped Tour needs to improve its social media campaign if it wants to drive more online attention to itself; this includes limiting social media activity. As a well-established music tour, Warped Tour should follow Coachella’s ways because also as a well-established music festival, it seems like Coachella is starting to care about its social media image despite its popularity.

Weekly Round Up: Surprise Win by Coachella

Weekly Round Up: East Coast Beast Coast – Firefly Nominated as one of the Top 10 Music Festivals in America

This past week, Firefly announced on its twitter that it had been nominated by USA Today as one of the top 10 music festivals in the nation, and the small, Delaware music festival reached out to its followers to vote Firefly as the number 1 festival in the US. While Coachella’s name also appeared on the list of top 10 music festivals, the big-time, California music festival ignored its nomination and carried on as if USA Today had never released a list to begin with. While Firefly and Coachella made it onto the list of top 10 music festivals in the country, Warped Tour continued on with its 16th band announcement.

After 16 band announcements, Warped Tour still shows no signs of stopping, which is confusing for followers because they do not know when the last band announcement will come. The multiple band announcements seeks to target Warped Tour’s follower’s sense of curiosity and anticipation because by withholding the entire lineup and releasing bits of it once a week, Warped Tour is making its followers check its social media accounts weekly to not only see the lineup but also to see other announcements made by the tour. For example, this past week, Warped Tour helped promote one of its charities, Feed Our Children Now. The tweet read, “We’re looking for volunteers on @VansWarpedTour 2015!”

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By retweeting Feed Our Children Now, Warped Tour is endorsing one of its charities. The ethos in this tweet comes from Warped Tour’s legitimacy and reputation as a reputable music tour with popular punk and rock bands. Endorsing Feed Our Children Now allows Warped Tour to help bring attention to the charity because its followers will think that since Warped Tour is retweeting the charity’s tweet, the charity is worth taking a look at. Warped Tour is helping to spread awareness about the charity, and it is helping to publicize the charity’s call to action, which is to volunteer with the charity on Warped Tour.

While Warped Tour endorsed its charities, Coachella and Firefly entered into a West Coast versus East Coast music festival battle that so far, Coachella has been neglecting. Firefly embraced its nomination as one of the top 10 best music festivals in America, and it celebrated by tweeting out to its followers and asking them to vote for the festival.

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This tweet directly calls Firefly’s followers to action; it tells them to click the link and vote for Firefly in the contest to determine the best music festival in the country. In addition to the exciting news about the nomination, Firefly also spent the past week tweeting about details regarding the ticket sales and festival itself. Although Firefly does utilize Facebook, it mainly relies on its Twitter account to release updates because Twitter allows companies to succinctly update information. For example, Firefly announced in a couple of tweets this past week that it would not be offering single day ticket passes. On March 18, Firefly announced the daily lineups in the form of a picture, and it also added that single day general admission passes would not be available. By tweeting, Firefly can easily get out a message by using only a few words.

In its informative tweets, Firefly maintains a neutral tone as seen in its tweets about festival and ticket sale details. In looking at other tweets, for example announcements, Firefly utilizes a much more excited tone as seen in its tweet about being nominated by USA Today for best festival in the US. With the excited tone, Firefly uses pathos to target its followers’ senses of excitement. With the neutral tone, Firefly seeks to simply convey a message to its followers. As seen in the past week, Firefly does an adequate job with relaying information in a straightforward manner to its followers.

While Firefly updated its followers on its technicalities of ticket sales and of the festival itself, Coachella upped their game on Twitter and began tweeting more frequently. Coachella tweeted two photos this past week of past Coachella’s, and it even tweeted about a Coachella VIP pass giveaway. Although its ticket giveaways cannot match up to those of Firefly, Coachella has certainly stepped up its advertising method by finally announcing a ticket giveaway.

Although Coachella itself is not giving away the ticket, it is still a way of advertising. Red Bull is actually the company hosting the ticket giveaway, so this exists as a promotion of two companies: Coachella is endorsing Red Bull by announcing its ticket giveaway, and Red Bull is endorsing Coachella by hosting a Coachella ticket giveaway. The ethos in this tweet stems from both Coachella and Red Bull’s reputation as very reputable corporations. By endorsing Red Bull, Coachella is relying on its reputation and legitimacy as a big-time festival to convince its followers that Red Bull products are worth buying. By endorsing Coachella, Red Bull is also relying on its reputation and legitimacy as a big-time corporation to convince its followers that Coachella is a festival worth going to.

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While Coachella has certainly drastically improved its social media campaign, it still lags behind in exciting its followers. Although it did announce that its weekend 2 ticket packages had been shipped out, Coachella failed to excite its followers the way Firefly does, which is predominately through catchy hashtags like “FireflyFam” and through an excited tone. Coachella has been increasing its tweets, but it has not been putting out more excited tweets. Almost all of Coachella’s tweets this past week still remained informative with a neutral tone. Also, its disregard for its nomination for one of the top 10 music festivals in the US gives off an aura of arrogance. This hurts Coachella because while Firefly engages with its followers and relies on them to vote for itself, Coachella is failing to communicate and connect with its followers.

Warped Tour, too, like Coachella, does not connect with its followers as much as Firefly does. Warped Tour spends too much of its time tweeting about music videos and anything remotely related to the genre of music played on the tour. This affects Warped Tour’s social media campaign because it is social media overkill, thus discouraging followers from checking on or even following Warped Tour’s accounts. This over-enthusiastic social media activity has kept Warped Tour at the bottom of my list for the 3 companies, and this past week, Coachella rose up to the number 2 spot because of its attempt to tweet more. Firefly, however, still remains at the top of the list because its social media campaign is not only dedicated to promoting itself as a festival, but it is also dedicated to engaging with the very audience that Firefly wishes to target.

Weekly Round Up: East Coast Beast Coast – Firefly Nominated as one of the Top 10 Music Festivals in America

Coachella’s Target Audience

Music festivals attract those who not only love music but also those who have a sense of adventure. Since Coachella offers camping at its festival, it attracts those who are willing to abandon their daily lives for a weekend or two and indulge themselves in a world of music and art. Unlike Warped Tour, which targets a very specific audience with its genre of music, Coachella targets a very broad audience because of its diversity of musicians on its lineup.

Although Coachella’s grand reputation has already helped boost the California-based music festival to the top of the music festival list in the country, Coachella still makes an effort to market itself towards a set audience. As Jeff Fromm reports in his article, “Marketing at Music Festivals: Playing to the Millennial Crowd”, a majority of the thousands of festival attendees fall within the 18-34 age range. As youths, they have the disposable income, and they are also physically willing to partake in consecutive days of standing on their feet for hours and listening to loud music. Coachella vigorously markets itself towards those in that age range.

The first way Coachella tries to appeal towards those between 18-34 is by booking musicians who are very popular amongst that age range. As a primarily indie-alternative music festival, Coachella books young musicians who often have a fan base comprised of young people.

The second way Coachella makes it apparent that it is marketing to those between 18-34 is by promoting festival fashion through clothing brands that mainly young people wear. For example, this past month, Coachella tweeted about H&M, and how it would be partnering with the young and hip clothing brand. As Sandy Cohen explains in her article, “Coachella’s Young Audience a Marketer’s Paradise”, “Coachella’s casual, summery look provides a sweet spot for fashion brands.” By bringing in clothing brands that appeal to the young crowd, Coachella is also targeting its youthful audience by showing them how popular its own brand is.

In addition to its lineup and its fashion brand, Coachella’s sense of isolation from daily life also targets the ‘wanderlust’ and the sense of adventure that its young audience may have. In his piece, “The Branding of Music Festivals”, Joshua Books analyzes the target audience of each major music festival in America. He reports that Coachella targets “hardcore festivalgoers…willing to travel and shell out a pretty penny to make memories that will last a lifetime.” Coachella’s price of passes range from $399-$783 (Books). Those who are willing to pay that price and travel to California to attend a weekend-long concert with never ending music are considered dedicated. Coachella targets young people in its social media campaign because it wants to advertise its popularity, thus convincing its audience that it is worth spending that much money to attend the music festival.

Coachella uses its social media accounts to promote not just its music, but it also uses its accounts to flaunt its popularity to its target audience. Since fashion brands will often partner with Coachella to promote themselves at the festival, Coachella promotes those brands on its accounts, often holding contests with them with some incentive to enter. By promoting those brands popular amongst young people, Coachella is showing that even the popular brands want to be a part of the Coachella experience. Coachella uses ethos to convince its young audience that since all the ‘cool brands’ are coming to Coachella, they should as well.

Works Cited:

Books, Joshua. “The Branding of Music Festivals.” CBX-Blog. CBX, 26 Aug. 2013. Web. 18 March 2015.

Cohen, Sandy. “Coachella’s Young Audience a Marketer’s Paradise.” Associated Press. Las Vegas Review-Journal, 19 April 2014. Web. 18 March 2015.

Fromm, Jeff. “Marketing at Music Festivals: Playing to the Millennial Crowd.” Millennial Marketing. Futurecast, 21 Jan. 2014. Web. 18 March 2015.

Coachella’s Target Audience

Weekly Round Up: Coachella Improves while Warped Tour Loses

Although Firefly still stood out as the company with the best social media campaign this past week, Coachella made a vast improvement with only one tweet while Warped Tour fell behind even more with its overuse of social media and overkill with its band announcements. Coachella’s tweet about its ticket package was the most surprising and interesting improvement this past week because it relied on a Vine, or a 6 second video, to get its message across.

Earlier last week, Coachella tweeted that it had begun shipping its ticket sales to its attendees. On February 28, Coachella tweeted a Vine showing what was inside the package that the attendees would be receiving. Despite the fact that the video is only 6 seconds long, Coachella sufficiently excites its followers, especially those attending the festival, with the footage of the package. The clip utilizes pathos because as the attendees anxiously anticipate their packages to arrive, Coachella tries to appeal to their excitement by showing them what they will receive in the mail before they actually receive the package. Also, with the Coachella account’s credibility and legitimacy, the video uses ethos because followers who will receive the package know that the contents they see in the video will be the contents they see in their package. Not only is this a way to get its attendees excited, this is also a way to inform the attendees of what they should expect to see in their ticket packages. Since the attendees are getting a sneak peak at what they will be receiving, this excites them because it signals that they are one step closer to attending the music festival.

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This video of the ticket package came as surprising because prior to the video, Coachella rarely made an effort to excite its followers with posts with images. Usually, Coachella tweets and posts succinct pieces of information in a very neutral, if not indifferent, tone, and this fails to excite its followers because if the festival itself is not excited about its own endeavors, then its followers will be less likely to be excited, too. This video, however, contradicts previous posts with pictures of the festival because it actually makes a point, and it has a clear purpose: to show its attendees what they should expect in the mail.

Clear messages are beneficial to companies on social media because by getting their point across in an entertaining way, companies, like Coachella, are appealing to the emotions of their followers. Warped Tour fails to use clear, concise messages in its social media campaign, particularly on twitter. Warped Tour’s social media account is an example of overkill because it tweets too much. Its tweets often have a call to action that asks followers to check out a link or video, but the tweets are often too long and include a separate link so that followers can access all of the information. This prevents followers from being notified quickly and easily of updates from Warped Tour.

This past week, Warped Tour released its 14th band announcement. This time, it seemed as if even the tour itself was beginning to become tired with its excessive lineup announcements. It neglected to provide an introduction; it merely just listed 9 artist names. This gives off the image that the tour just threw the names together in a twitter post for the sake of time. There was a clear lack of uses of pathos and ethos in the tweet, for the list did not explicitly appeal to the excitement of its followers, and it did not give followers a credible reason to want to attend the concert. The tweet does not try to inform followers of the band announcement; it just announces names in a very indifferent, neutral tone. This is a downgrade from Warped Tour’s previous band announcements that always include an introduction along the lines of, “These artists will be joining us this summer!” As mentioned previously, if even the tour itself does not seem excited about the bands it books, its followers will be less likely to be excited about the artists as well.

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While Warped Tour posted too much, Firefly began posting more following its lineup announcement and the announcement of its ticket sale. On February 27, Firefly announced its VIP ticket sale, but it did so in a humorous fashion. Like Coachella had done in the past week with its Left Shark ad, Firefly used “the Dress” from the Internet. The Dress, a dress which is blue and black but many people saw it as white and gold, was used by Firefly in its tweet as a form of pathos. By mentioning the Internet phenomenon that caused many arguments, Firefly was appealing to its followers’ sense of humor because many people found it interesting that the dress was seen in different colors. In addition to pathos, Firefly used ethos when it said, “The dress is blue and black…who cares, VIP passes are on sale now!” As a reputable, credible account, Firefly is downplaying the importance of the dress and elevating the importance of its ticket sale. It is saying that its VIP ticket sale is much more important than this Internet trend that made its way to every news outlet including CNN in the course of one day. Firefly is giving its followers an ethical reason to buy the VIP tickets because it is comparing its ticket sale to something incredibly popular online and saying that its tickets are more important.

Aside from the tweet comparing its ticket sale to the Dress, Firefly upped its online presence by tweeting more at its followers. Along with another ticket giveaway, Firefly understood that during a ticket sale, many followers will have questions pertaining to the festival and the sale itself. Firefly took this opportunity to take to social media to answers its followers questions in a brief and convenient way. By answering questions directly on social media, Firefly is giving followers a more convenient option to ask questions about the festival rather than having to find a phone number, calling it, and having a conversation through the phone. Also, by showing its answers on its social media accounts publicly, Firefly is addressing a question that many other followers may have as well.

By directly communicating with followers, Firefly still performed the best this past week. Firefly can be compared to a company that tweets adequately about its product and makes an effort to reach out and connect with its target audience. This is what makes Firefly’s social media campaign so successful and so unique from those of Coachella and Warped Tour. Coachella fails to tweet enough about itself and about its product, which are its tickets, and it fails to reach out to its fans to answer their questions and address their concerns. Warped Tour, on the other hand, overkills its social media campaign and prevents its followers from accessing information in a concise way because it tweets too much and always uses too many characters, so it always attaches a link to an external source. When it comes to marketing on social media, it is clear that Firefly has mastered the art of it.

Weekly Round Up: Coachella Improves while Warped Tour Loses