Raidious Case Study: Vans Warped Tour
422 East New York Street ::: Indianapolis, IN 46202 ::: T 317-203-9807 ::: F 317-203-0767 ::: W raidious.com ::: shine online.
Raidious Case Study: Vans Warped Tour Situation: Raidious was engaged by Vans Warped Tour national recording and touring artists The Reverend Peyton’s Big Damn Band and their label, Side One Dummy, to execute a daily video blog and text message marketing and promotion campaign while on tour from September 30 - October 13, 2009. Markets included Nashville, TN, Austin, TX (for the world-renowned Austin City Limits Festival), New Orleans, LA, and Atlanta, GA.
422 East New York Street ::: Indianapolis, IN 46202 ::: T 317-203-9807 ::: F 317-203-0767 ::: W raidious.com ::: shine online.
Raidious Case Study: Vans Warped Tour Solution: Raidious developed a content strategy that could be executed in real time, on the road the with the band. We deployed a Content Producer and Social Media Manager with the band’s touring crew, and teamed with the band to produce and publish video, web, and mobile device content throughout the tour.
422 East New York Street ::: Indianapolis, IN 46202 ::: T 317-203-9807 ::: F 317-203-0767 ::: W raidious.com ::: shine online.
Raidious Case Study: Vans Warped Tour Social Media: Raidious was responsible for approximately 75% of content production for Twitter, Facebook and MySpace updates including information about new video uploads and status updates regarding the tour. Raidious worked directly with the artist to keep them involved, help answer questions and requests from fans, and to keep the band’s online presence as personal as possible.
422 East New York Street ::: Indianapolis, IN 46202 ::: T 317-203-9807 ::: F 317-203-0767 ::: W raidious.com ::: shine online.
Raidious Case Study: Vans Warped Tour Web Video: Video was captured using a Flip Mino HD camera and edited via iMovie on a MacBook, and included candid scenes along the tour, updates and statements from band members and the tour manager, and fan interviews. Videos were uploaded to the band’s YouTube channel daily, in addition to being featured on IndianapolisMusic.net (a music news site based in Indianapolis, the band’s home market), No Depression (a national Americana music site), the band’s MySpace site, and their Facebook fan page.
422 East New York Street ::: Indianapolis, IN 46202 ::: T 317-203-9807 ::: F 317-203-0767 ::: W raidious.com ::: shine online.
Raidious Case Study: Vans Warped Tour Mobile Device: Fans were able to enter their name, mobile phone number, and city where they would see the band. At each show, a random winner would be chosen from the captured numbers and notified via text message directly from the WordPress admin interface accessed via iPhone and/or Blackberry. That winner would receive a free merchandise item from the band while at the show!
422 East New York Street ::: Indianapolis, IN 46202 ::: T 317-203-9807 ::: F 317-203-0767 ::: W raidious.com ::: shine online.
Raidious Case Study: Vans Warped Tour Outcome: During the two-week period of the tour, each YouTube video received an average of 404 views, and their YouTube channel gained 60 subscribers. The most popular video on YouTube received 625 views over the course of two weeks. The most popular video on MySpace has to date received 268 views. It is important to note that the band did not have a YouTube presence prior to this initiative. Note the large spike in traffic during the tour.
422 East New York Street ::: Indianapolis, IN 46202 ::: T 317-203-9807 ::: F 317-203-0767 ::: W raidious.com ::: shine online.
Raidious Case Study: Vans Warped Tour Outcome: Unique visitors to the band’s website increased 70% over the same time period the previous year (from 812 per day to 1,157 per day). Days when new videos were posted, the increase was more dramatic as these days represented the largest percentage of video views. Unique visitor traffic on those days increased by 45% (from 828 to 1,203) for the same period the previous year.
422 East New York Street ::: Indianapolis, IN 46202 ::: T 317-203-9807 ::: F 317-203-0767 ::: W raidious.com ::: shine online.
Raidious helps large brands shine online. Digital marketing doesn’t work...without content. We help with that. Hire us. You’ll be : ) you did. Visit our website: raidious.com Email us: info@raidious.com Call us: 317-203-9807 Find us on Twitter, Facebook, LinkedIn Or just Google Raidious.
422 East New York Street ::: Indianapolis, IN 46202 ::: T 317-203-9807 ::: F 317-203-0767 ::: W raidious.com ::: shine online.