Tasked with providing the ultimate fan experience for someone NOT attending an event was easy. (for us anyway). But we wanted to not just do a simple ticket giveaway. Instead we decided to make this a true, once-in-a-lifetime memory. We did not want to simply be a radio station promo.

As mentioned in other case studies, the more you require of a participant, the bigger the emotional tie and the more virality the campaign will garner.

Anyone can giveaway a concert ticket. We wanted to be “memory makers”…hmm, wonder if we should put that on a business card?

We used our proprietary “Wheels Up” campaign. With “Wheels Up”, we work with concert tours, special events, festivals, and sports teams (and sometimes hotels and resorts) and fly a winning fan and 3 friends to the concert of their choice anywhere in the continental United States.

They are given hotel accommodations, meal vouchers, and a cash stipend. Then at the actual event they are given prime tickets, and in some instances, a complete Meet-n-Greet VIP experience with the main artist..

Imagine the memory you are giving someone with a trip like this. Think they will ever forget it? Think they will tell EVERYONE they know about it? Think they will deluge social media with non-stop posts about it? Of course they will.  

Be prepared for the absolute onslaught of entries, comments, emails, and messages when you launch a campaign like this. When you are responsible for the image of an entertainer, a sponsor, and vendor participants, many things can break down. And that’s not even including the actual logistics.

You need to have a team in place that can handle social media, travel arrangements, and on-site management. We are responsible for the safety and overall experience of our guests from the time they leave their homes until the time they return.

That’s what we do best. We create large scale, turn-key, promotional campaigns that allow everyone involved to maintain a high comfort level.