The idea driving this loyalty campaign lies within people thriving off how old school they are and how many times they have been to the festival in comparison to first timers. The idea of people attending a festival more times than somebody else is something that people seem to get a kick out of, hence people keeping bands on from previous years and wearing “Leeds festival 2006” hoody’s in and around the festival. Another aspect I have played on is getting people to stick up for the festival the love they most (are you reading or leeds?), Which ever festival gets the most app downloads will also recieve special benefits as a whole. The theme to my idea is all military based, earning your stripes and regularly attending the festival is dipicted as a way of becoming a festival veteran.
Step 1. Choose your faction. Users will find digital banners on websites that are commonly related with the target audience. These banners will decide which app you download, Reading or Leeds.
Step 2. Enter your details. Once you have picked your side, fill out the form to find out how many years you have attended the festival.
Step 3. Get your rank and points. Receive your rank and how many points you have gained (one year equals one point).
Step 4. Spend your points. Use the points you have earned to select what benefits you want to receive at the festival. You must spend points accordingly to progress through that tier of medals. Medals include discount food, discount beer, tent upgrades, supply packs, toilet upgrades and VIP showers.
Step 5. Receive Your Medals. These are the medallions that you receive with your tickets. You bring the medals with you to the festival where they will be threaded onto your band before it is clamped to your hand. The medals are made from acrylic.
This is a mock up of what the medals will look like attached to the festival band. They are threaded on to the band via rubber loops on the back of the medals.
Advertising This is one of the ways the user will first interact with my loyalty campaign. These posters are based around propaganda posters and are aimed at recruiting people to join the faction.
War Banners The other form of physical advertising relates directly to the army theme. Banners will be hung from buildings to emphasize the style of the idea and to encourage people to look in to what’s going on and join in!
