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.
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.
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.