360 Marketing Strategy Drives 70,000+ First Year Music Festival Attendees
About the Project
Bringing a first-year country music festival to life at the Texas Motor Speedway was no small feat, but Anderson Collaborative took on the challenge with a full-scale strategic approach. Our team provided comprehensive marketing, branding, and media services, ensuring the success of the event, which attracted over 70,000 attendees in its inaugural year.
From the outset, our strategic planning set the foundation for success. We conducted extensive market research, developed a robust advertising funnel, and implemented multi-channel marketing strategies designed to maximize reach and engagement.
By blending creative branding, digital expertise, and strategic media planning, Anderson Collaborative transformed the Festival from concept to reality, delivering one of the most successful first-year music festivals in Texas.
This project exemplifies our commitment to executing large-scale events with precision, leveraging cutting-edge digital marketing, branding, and strategic media planning to drive unparalleled success.
Client:
Product:
Country Music Festival
Services:
360 Degree Marketing & Strategic Planning
- THE PROBLEM:
Launching a first year music festival
Launching a first-year country music festival at Texas Motor Speedway meant building brand awareness from scratch, breaking into a competitive market, and driving large-scale ticket sales with no prior recognition. We faced tight timelines, budget constraints, and logistical hurdles, requiring a highly strategic, multi-channel marketing approach to establish credibility and fill the venue.
- THE SOLUTION:
Building Hype & Local Awareness
To build hype and drive ticket sales, we executed a multi-channel marketing strategy blending out-of-home, PR, digital, TV, and affiliate marketing. Billboards and TV ads established visibility, while press coverage and influencer partnerships built credibility. Targeted digital campaigns on Meta, Google, and programmatic networks engaged country music fans, and an affiliate program amplified reach. Most importantly, we leveraged our star-studded lineup, using artist spotlights, countdown campaigns, and exclusive content to create excitement and momentum leading up to the event.
Results Summarized:
Our strategic marketing efforts resulted in over 70,000 attendees in the festival’s first year, making it the most successful auxiliary event on the Texas Motor Speedway calendar in 2023. Through a data-driven, multi-channel approach, we built massive awareness, drove record-breaking ticket sales, and positioned the festival as a major new player in the country music scene. The event’s overwhelming success set the stage for future growth, proving the power of our comprehensive branding, media planning, and audience engagement strategy.
Attendance Driven
Speedway in 2023
Advertising Efforts
Project Team:
Trevor Anderson
Founder & CEO
NICK
WILLIAMSON
Commercial Production
Daria
Canfield
Project Manager
Nazareno
Castro Bay
Digital Strategy & Desing
Claiborne
Myers
Content Production & Editing
Gregorio
Palacios
Content Production & Editing
Doug
Bryson
Advertising Director | Paid Search Marketing
Wesley
Hibbs
Web design & Development
Dan
Coria
Web design & Development
Bem
Hamner
Commercial Production
Kate
Voskova
Product Photography
AJ
Aguirre
Commercial Production
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