How to create a web experience to match the energy and excitement found at one of Canada’s largest jazz festivals?
The new website had to meet complex needs for customers, potential artists and sponsors, and festival organizers. Additionally, the solution needed to express existing festival branding digitally, without inspiration or input from the original creators.
We consulted with SaskJazz to map out each goal, and then identified tools that would meet their needs: increasing ticket sales, building excitement about the festival, and offering seamless mobile access.
Elevated the website to align with the Festival's record
SaskJazz updated their branding years ago, but the website didn’t reflect the festival’s brand equity that existed in other marketing material. As the first point of contact for festivalgoers and potential sponsors and artists, the website needed to implement the festival branding in an engaging and sharable way.
We made it easy for mobile users to browse shows for 100 bands across 13 venues during the 10-day Festival
We knew that users would purchase tickets on their mobile devices if the site was tailored to them, so we invested time to create a highly engaging mobile experience. So far, mobile traffic is up 50% from 2013, representing over 45% of total traffic and a large portion of ticket sales.
One website, several tools, thousands of users
Bringing it all together into one digital experience involved getting a little help from our friends. Territorial worked with festival-specialists Greencopper to sync activity between the website and mobile app. We used Facebook Login to allow users to add their favorites and share concert plans with friends, further amplifying the event and building anticipation for ticket sales. Using ShowClix as a ticketing gateway allowed us to offer a simple purchase experience for users regardless of their browser or device -- all working together to serve up an excellent online experience.
The website set records for mobile sales (it helps having an amazing lineup!)
The website and app launched in time for ticket pre-sale, and immediately experienced record-setting traffic, more than double what had been experienced the previous year. The new website was a perfect fit for the festival's amazing 2014 lineup while evolving the digital brand to new heights.
The Festival set a record for ticket sales by selling out online within two minutes of being released. You’ve been reading this case study for 0 seconds.
We think it went pretty well:
Since launch, The SaskJazz website, app, and social engagement have driven ticket sales higher, with mobile traffic up over 50% and social reach up by a factor of 5.
For our next performance-focused project, we’re working with artist and user management systems to curate applications and shows. This will minimize organizers’ time managing artist submissions and content, allowing them to focus on creating a great event.