Even though the event is still weeks away, Lights All Night has gathered upwards of 18,000 followers on Facebook and Twitter. To see the widespread influence of their social media presence, just take a look at their official Facebook Page or the Twitter hashtag #lightsallnight… Hundreds of posts and tags from fans, with dozens of new followers and comments rolling in every day.
How do you attract the attention of so many people at once? (And maybe more importantly, how do you keep their attention?)
Recently we spoke to Highland’s CEO and Talent Buyer, Scott Osburn, about his ongoing gameplan to promote the biggest Lights All Night yet.
Highland Entertainment’s Scott Osburn notes that the ticket sales are “way ahead of schedule.” In fact, ticket sales for the Dallas festival are as much as 40% ahead of the curve, compared to other similar festivals booked by Highland.
In the early counts for Lights All Night, he has seen a growing number of fans opt for [mobile tickets]. “I personally like mobile tickets, especially from an event promoter’s standpoint,” Osburn said. “At this point in the ticket sales, 20% of our ticket buyers have opted to use mobile ticketing.”
Through a series of direct social media campaigns, the team has amassed a staggering 15,000 [now 18,000 and counting!] followers on social networks like Facebook and Twitter, along with a nationwide team of 100 college ambassadors who promote the event through flyers, posts, and pre-parties, in exchange for internship credit hours.