Bonnaroo Brand Activation

The organizers of the Bonnaroo festival have revealed enormous social media engagement figures generated by Intellitix technology at the Tennessee event in June. Over the course of the festival, fans Live Clicked 250,000 times, generating over 3 million Likes and comments, and around 200 million page impressions. The largest integration between a live music event and social media in history, 74,000 fans pre-registered their RFID wristbands with half linking it to their Facebook profile, to automatically communicate with their peers online while at the festival.

Watch the deployment below.

Intellitix deployed 22 Live Click Stations around the Bonnaroo site, include five Photo Stations which generated 20,000 successful photo posts on ticket holder’s Facebook walls during the event. For each performance at which an attendee Live Clicked, the setlist would post as a Spotify playlist on the attendee’s wall, allowing Facebook friends to see and listen to the songs from the actual performance. The rollout of Intellitix RFID social media technology which allowed user’s RFID wristbands to record their experience was powered by automaker Ford.

Charlie Jennings, Director of Operations at Bonnaroo co-producer, A.C. Entertainment, said, “Having already raised the bar by successfully integrating RFID technology with our festival operations and improving our customer’s entry experience, we were excited to take the next step and connect our patrons through social media in a totally new way.”

“The center of media has become the live event,” said Chad Issaq, EVP of Business Development for Superfly Marketing Group, the partnership agency of Bonnaroo. “Through each RFID ‘check in,’ attendees created and shared a real-time digital journal of their Bonnaroo experience.”

Click to view the full press release.