Alex Kennett

The Tortuga Music Festival is more than about the music. The unique multi-genre music festival was founded to push ocean conservation forward. In partnership with the marine conservation foundation Rock the Ocean, Tortuga Music Festival has raised over $3 million for 60+ partners in ocean conservation and research. The festival takes place over three days on the pristine beaches of Fort Lauderdale and is celebrating its 10th anniversary in 2023.

We wanted to create a five-year rolling internet marketing and sales strategy to build up the presence and sales of Tortuga 2022, 2023, and beyond following a two-year interruption. With its two previous festivals hampered by COVID-19 restrictions, Tortuga Music Festival's coordination team was driven to bring Tortuga 2022 back with a splash, doubling down on infrastructure that could amplify their efforts year-over-year. We also created and executed TikTok and other social media marketing.

It's a challenge for any sports organization to efficiently acquire, analyze, and activate 1st-party fan data to create unforgettable experiences for their fans. For the National Hockey League's Arizona Coyotes, things are no different. However, the hockey club also faces the added task of increasing overall awareness and winning over new fans in what can only be described as a non-traditional hockey market.

At the start of the 2019/2020 season, the Coyotes set their goal to improve overall fan engagement, increase single-game ticket sales, and encourage existing fans to attend at least one to three games yearly. The Coyotes partnered with Tradable Bits to leverage their all-in-one fan marketing platform, including its suite of customizable engagement campaigns to collect, segment, and activate all their fan data under one roof. By housing its data in one place and automating the analysis in its fan CRM, the Coyotes could easily personalize their fan experiences and increase single ticket sales, revenue, and return on advertising spend (ROAS).

I also developed and executed TikTok and other social media campaigns.

Established in 1994, the Fremantle Football Club is a professional club competing in the Australian Football League. Nicknamed the "Freo Dockers," the club proudly fields a men's team at Opus Stadium in Perth and a women's team at Fremantle Oval. During their pre-season, the Fremantle Dockers were faced with an all too common dilemma: they wanted to put on a promotion to reach fans who weren't in their database without alienating those who were. Their team needed to find a way to capture high-quality leads to build their pipeline and drive memberships without spending resources prospecting their existing audience.

Freo used Tradable Bits' engagement and advertising platforms to create a strategic giveaway that would only be marketed to new fans. To do so, they built an "exclusion audience" within Tradable Bits, which would remove any Fremantle member existing in their database from their targeted social advertising. From there, they used the Tradable Bits engagement platform to build a compelling "profiling giveaway" that their target audience was served. The incentive of the giveaway (five signed jumpers) was a low-cost way to increase the view-to-click-through rate of the campaign, driving up entries.

When live music events came to a screeching halt in 2020, bands and artists everywhere needed to develop new ways to engage their fans digitally while earning revenue in the process. Peach Pit, a Canadian band, and Watchdog Management partnered with Live Nation Canada and Tradable Bits to come up with a way for the band to do what they do best: perform a live show for their fans through a new interactive live-streaming technology called FanXP.

As part of Live Nation Canada's "Live from Inside" series, Peach Pit planned two livestream experiences for fans in North American and European time zones. These shows were gated and required fans to purchase tickets to access the live stream. Paying fans received invites to the platform, where they were treated to a full one-hour private show with multiple camera angles to choose from and the chance to connect with other fans from all over the world using a global chat room functionality.

Combining both an organic and paid social strategy, Peach Pit leveraged their own social channels and the channels of Live Nation Canada and the Commodore Ballroom to reach as many music fans as possible about their upcoming show.

Dreamville Festival is a thoughtfully curated, multi-stage music event founded by hip-hop legend J. Cole as an opportunity to give back to his home state. The festival aims to provide a unique opportunity for locals and traveling visitors to gather and enjoy a music celebration in one of Raleigh's most beautiful and historic locations, Dorothea Dix Park, Raleigh's largest city park with over 300 acres of public green space. Dreamville Festival's ultimate goal is to have a positive and substantial economic and cultural impact on the city itself and to be one of the most anticipated annual events in the city.

With Dreamville Festival entering its 2nd year of operations following a two-year hiatus due to COVID-19, their team was hard at work bringing the festival to life. A key challenge for the young music mecca has been building up a verified and dedicated fanbase to build the foundation of their festival year-over-year. Dreamville turned to Tradable Bits to attract, organize, and enrich its fanbase while using its collected data to convert fans in the most efficient way possible, including TikTok marketing.