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Bonnaroo: A Picture of New Media Perfection

Posted by admin on Jun 7, 2013 6:19:46 AM

All right music fanatics, there is only one week away from the ever infamous Bonnaroo Music and Arts Festival. I’ve already seen copious amounts of posts from fans brimming and bursting with excitement. I won’t be attending Bonnaroo 2013 due to work conflicts, and I’m bitter, but I’ve been an avid rooer in the past.

For music fans and fanatics alike Bonnaroo just makes sense. Their incredible lineup sets the stage for the music community to enjoy their favorite tunes, while in their element. Although the Bonnaroo festival last only four days, excitement surrounds Bonnaroo 365 days a year.

The first Bonnaroo was held in 2002 and, without using any traditional advertising channels, sold out within weeks. Every year has followed with the same general pattern, with fans counting down minutes to when they can first purchase their tickets. Many times before fans can even check out online, their tickets have been sold.

Obviously the impeccable line up has a lot to do with that, but how does Bonnaroo create such a buzz? I’ll tell you why- they are the picture of new media perfection. They are doing digital media right. Bonnaroo doesn’t need TV commercials or print ads, they have an almost unmatched new media presence and, as a result, the tickets virtually sell themselves.

I’ve curated the top 5 reasons why Bonnaroo is beating everyone at the new media game.

5.The Cause - Bonnaroo is not only a music festival, but a great cause. They have invested more than $5 million in the past to causes such as Doctors Without Borders and Habitat for Humanity. They make sure Bonnaroo fans know beyond the incredible music they bring, they also make a positive impact.

4. Apps- Bonnaroo is developing interactive apps for Macs, IPhones and Androids. A whole app just for a once-a-year festival? This development plunges them leaps and bounds beyond other like music festivals and events. Did I mention they are built for both Iphone and Android platforms? All right, Bonnaroo, I’m listening.

3. Active social media accounts - Their Facebook page, Twitter and Instagram accounts are followed by close to 1 million loyal fans. The feeds are constantly updated throughout the year with event fan pictures, band interviews and countdowns. The Roo crew does an awesome job building relationships and engaging with attendees via social media, which makes fans repeat customers.

2. They own their brand. - I don’t know if I have ever seen such great brand ownership. They go above and beyond to make Bonnaroo more than a festival or an experience, but a way of life. The whimsical logo can be recognized anywhere and, of course, the trifecta of O’s. They even have a page dedicated to “The rules of Roo” & Roo Terminology. Check it out, you won’t be disappointed.

1.To top it all off, their webpage is so incredibly functional that it’s overwhelming. Did I mention that they redesign it every year. Seriously, hats off to you Bonnaroo engineers and developers. I’m not sure a question can be conjured up that is not answered on the website. More than 30 beautifully designed web pages house everything a Bonnaroo fan could want to know, including contests, ticketing, camping info and beyond.

Businesses and brands should take a note and be looking to Bonnaroo as an example of how to develop an effective new media strategy. You can’t be partially present on new media if you’re looking to build your brand better.

To sum it up, Bonnaroo, I salute you.


Author: Audra Graham is our Community Management Imagineer here at Verge Pipe Media. Verge Pipe Media assists public institutions, enterprises and the non-profit sector with Imaginative Inbound Marketing strategies + campaigns. We also have a development team chock full of Marvelous Mobile Migrators, poised to help transition our clients into a mobile + social world with custom software, iOS and Android mobile apps.

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