Camden Crawl

Overview

Brief

To plan, create and deliver a mobile engagement strategy around the Camden Crawl annual music festival with an audience of 20,000 discerning fans.

Our approach

The festival takes place in multiple venues in and around Camden throughout the course of a single weekend. We aimed to improve gig goers’ experience by providing a useful, interactive ‘festival buddy’ in their pockets: from practical information about the Crawl, to exclusive unique content.

What we did

Technology

The Red Stripe Camden Crawl (2008) and Gaymers Camden Crawl (2009 & 2010) sites were built and hosted on our mobile internet platform, Mobrool. We created and published content both in the run-up to the festival and live during the events. The sites also contained brand sponsorship messages and allowed us to capture data for mobile promotion of future Camden Crawl events.

Creative

In the run up to the events we ran competitions and sourced and interviewed performers. At the events, our in-house video team interviewed stars including Florence and the Machine and The Enemy then edited and encoded the content for mobile. Reviews and images were also uploaded on site.

The results

Response

71% of respondents to a mobile feedback survey described the 2009 mobile service as 'very useful.'

No surprise then that the 2010 ‘festival buddy’ saw a record 22,576 page impressions on the day before the event, when the venue line-ups and running orders were released exclusively on mobile.

Best bits

We integrated Twitter into the mobile so that breaking Camden Crawl news was available to all mobile users through official Camden Crawl tweets.

Client feedback

Lisa Paulon creator of Camden Crawl:

'As our mobile partner Que Pasa went above and beyond what we expected – immediately understanding our objectives and applying creative thinking to ensure our mobile strategy worked seamlessly across the entire project.'

Awards

Que Pasa won a BT Digital Music Award in 2008 for Best Mobile Campaign.

BBC news states: 'The BT Digital Music Awards recognises those in the industry, both established and up and coming, who are delivering the best in cutting-edge digital music entertainment.'

Outcome

Contract renewed for future events.

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