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Bykalas
Bykalas is a brand-new music festival held at the city square, Rådhusplassen, in Haugesund, Norway. As the first festival of its kind at this venue, Bykalas faced the challenge of capturing local interest and standing out in a competitive event landscape. To achieve this, they needed a powerful event promotion strategy that could drive early ticket sales and build anticipation. Vy Strategy was brought on board to lead a social media marketing campaign focused on creating FOMO (Fear of Missing Out) and engaging the local audience through targeted, compelling content.
The Challenge
Launching a new music festival presents unique challenges, particularly in convincing the local community to embrace a first-time event. Bykalas needed to quickly build excitement, generate buzz, and establish its brand identity as a must-attend experience. The primary goal was to drive early bird and pre-sale ticket sales by effectively leveraging social media to create a strong sense of FOMO.
The Solution: Strategic Social Media Marketing
Vy Strategy partnered with festival leader Pia Leinslie and Momentium, the agency overseeing the overall festival coordination and branding. Our role was to craft a localized social media strategy that would complement Momentium’s broader branding efforts and resonate with the Haugesund community.
Key Tactics
Targeted Social Media Content Creation
We developed engaging content specifically tailored to the local audience. This included spotlights on local partners, venue highlights, artist previews, and behind-the-scenes footage. The approach helped increase brand visibility and foster a connection with the community.
FOMO Marketing Campaign
Our campaign was designed to emphasize the exclusivity and unique experiences of the festival. We utilized limited-time offers, sneak peeks, and interactive content (e.g., Instagram Stories, polls) to build anticipation and drive engagement.
The Results: Record-Breaking Ticket Sales
The strategic social media campaign delivered outstanding results:
30%
of early bird and pre-sale tickets were directly influenced by the FOMO-driven content on social media.
100%
of early bird and pre-sale tickets for Bykalas 2025 sold out within 24 hours of release, after the success of the 2024 festival. This exceeded client expectations and has positioned Bykalas as a must-attend festival from the outset.
The buzz
generated on social media firmly established Bykalas as a standout event in Haugesund, creating a solid foundation for future festivals.
