Harnessing the power of engaged fans is at the center of many startups, particularly in music. The Physical Network has successfully extended that concept to music festival marketing in the EU and now their bringing it to the U.S.
The Physical Network (TPN), which bills itself as a peer-to-peer ticketing marketer, is supporting their operations in the US with the launch of their new Los Angeles offices.
The company's business model is based on a technology platform that allows customers it calls 'brand ambassadors' to access to VIP perks and even free tickets by convincing their friends to purchase tickets to events.
The company reports that they have more than 60 clients across Europe, including Bestival UK, for which TPA recruited a team of 3,000 ambassadors who sold over 12,000 tickets to the event. According to TPA, this amounted to almost $5 million in ticket sales and more than 200,000 social media conversations in the process. In the U.S., they have facilitated the sale of 2,500 tickets for the Spring Awakening festival in the span of seven weeks.
Other US festival clients include Mysteryland, Electric Zoo, North Coast, and Aftershock, among others.
Perks include everything from the aforementioned free tickets, and exclusive, on-site parties, to having input in the festival. At Bestival, the top selling ambassadors were involved in producing and curating the fest's Temple Island stage. Ambassadors reportedly met with UK DJ Rob da Bank and TPN co founder Liam Negus Fancey to discuss not just who will be selected to perform on the stage but the look, feel, vibe of the whole area, a rep for TPN said. - via Celebrity Access