SIX60 All Access 2019
Ground breaking fan engagement.
- Social Media Campaign
- Content Creation
- UX Design
- App Development
SIX60 has been on top of the New Zealand music industry for a decade. In February 2019, New Zealand's most loved band played a record breaking concert in Western Springs for over 50,000 fans.
With a record breaking concert approaching, we were tasked with engaging fans through a series of activations, campaigns and competitions.
How do we give back to the fans, provide authentic experiences and build the hype?
No.1 in the app store for 2 weeks
A social media campaign with with over 500,000 content views. A new eCommerce platform designed and built in 4 weeks. An exclusive fan app called ‘All Access’ which had over 11,000 downloads, a first for any band in Australasia.
on the Apple App Store
Western Springs Concert Goers
As fans entered the 2019 show they were given a card with a unique code to unlock the SIX60 All Access App. We wanted to the look of the app to be bold and mysterious, it needed to draw people in and keep them intrigued. We wanted to drive home a sense of exclusivity through the design.
The app ensured fans who attended the show had exclusive access to the 2020 show as well as new merchandise and behind the scenes SIX60 content. The cards, along with the app offered the fans exclusive access to the history being made that night. The app was promoted on digital screens and social with a ‘how to’ animated video guide.
Post Gig we reminded fans via social stories how to get the app if they hadn’t and sent push notifications to those who had. The push notifications enabled anyone who had missed it the chance to reserve their tickets.