This Labor Day Weekend, the Budweiser Made In America musical festival will return to the Benjamin Franklin Parkway for its third year in a row. While pre-sale tickets for the music festival were announced in the middle of April, festival goers were kept in the dark of the Philadelphia line-up until Thursday, May 22. On May 20, the Budweiser Made In America Twitter account tweeted that they were announcing the line up in two days and continued to keep fans updated until that time. In that two-day time span, the musical festival’s Twitter account consistently tweeted back at excited fans that were anxious for the lineup to drop.
The morning of Thursday, May 22, the Budweiser Made In America Twitter account tweeted that that they were announcing the line up at noon and to stay tuned. Beginning a couple minutes after noon, this musical festival announced its line up exclusively via Twitter. While the Budweiser Made In America music festival could have just tweeted one graphic of the entire line up, they instead announced the artists through a series of short animations made to look like 3D neon posters. The musical festival’s Twitter account released a group of artists and then saved every headliner for last, each one having its own animation. The individual announcements were spaced out by about five minutes to build suspense and kept followers excited about what was to come.
While the Budweiser Made In America music festival could have simply just posted a general graphic of their line up on their Facebook, Twitter or website, they instead chose an outlet that allowed them to engage with their followers the most. By announcing the artists through a series of tweets, it kept followers connected throughout the line up process and reactions were live-tweeted as each round of artists was announced. By using Twitter, the Budweiser Made In America musical festival created a fun and unique experience for its followers by being interactive and follower-centered.
What do you think about the Budweiser Made In America music festival choosing to announce their line up exclusively via Twitter? Could for this work other brand announcements? Share your thoughts in the comments!
This guest blog post was written by PRowl staff member Rachel Draghi.