Situation:

The average age of Joker Lottery purchasers is 35, and it’s getting older. We needed something appealing to attract a younger audience, and there’s nothing that young people like more than music? 78% of young Spaniards intend to go to at least two festivals. *(Ticketea Report - 2018). That’s why launching the Joker Lottery festival would be an opportunity to connect with them.

Brief:

What could we do to show people who are only interested in their favourite bands that one in every five Joker tickets is a winner?

Objectives:

Attract a younger audience.

Boost sales.

Media noise.

We created the Joker Festival, the first music festival where the headline act is a mystery! Nobody would know who was performing until the band stepped onto the stage.

Five groups in five different cities at the same time, and just one chance to see your favourite band. That meant that the audience would have a one-in-five chance getting what they wanted, just like the Joker Lottery.

We had a crucial piece of data: 78% of young Spaniards intended to go to at least two festivals that year. Based on this data point, we focused the campaign on our target by appealing to one of their favourite things: we advertised the Joker Festival on every specialised music page in the land. We did ad-hoc ads on Spotify.

We segmented the campaign on pages with the most views by people aged 18 to 30: Tinder, Spotify, Netflix, Amazon... and we involved participating groups who would share content with their fans, leaving clues where they might be playing.

To take part, all you had to do was register at jokerfestival.es and, if you won, you can go to one of the concerts with a Joker Lottery ticket.

On Friday, 13 November, five of Spain’s top groups, Izal, Dorian, La Casa Azul, Niños Mutantes and Viva Suecia played in five different cities: Madrid, Barcelona, Seville, Bilbao and Valencia, in each city’s leading concert venue.

More than 130,000 people registered for 1,800 tickets.

More than 220 media representatives reported the news.

There was a 1,860% increase in social media mentions.

Joker sales shot up by 71%.

Last, but not least, given the success of the action, a second edition of the Joker Festival is in the pipeline, as one of our country’s leading music events.