International LPU Summit
The International LPU Summit is an event that gives Linkin Park fans a chance to have an intimate experience with the band like it's never been offered before. LPU members get to hang out with fans from around the world and participate backstage tours with the band, jam sessions using Linkin Park's instruments, Q&A sessions, meet and greets, and more.
Objectives
- Create awareness for the International LPU Summit events hosted by the Linkin Park Underground and communicate the benefits of this one of a kind fan experience
- Create a buzz surrounding LPU Summit events in London, Sydney, and Chicago
- Use social media tools to engage fans and drive traffic to the LPU website
- Convert event awareness into LPUX membership sales
Execution
- Created a targeted fan club offer using the direct-to-fan marketing platform Topspin
- Effectively used relationships with blogs to seed event information and engage targeted music communities
- Strategically partnered with music websites for promotional giveaways that helped communicate event benefits and information
- Targeted messaging on Facebook, Twitter and MySpace was used to promote the LPU Summit and drive traffic to the LPU website
- Email campaigns with targeted messaging were created and sent to the Linkin Park and Machine Shop Marketing communities
Results
- Blog outreach resulted in over 50 targeted website placements which drove traffic back to the LPU website highlighting the fan club offer
- Blog placements reached an audience of over 6 million visitors per month
- All 3 International LPU Summit events SOLD OUT
- This unique event captured Linkin Park fan’s attention across the web and created chatter on Facebook and Twitter
- Additional buzz was created in support of Linkin Park’s European and North American tour dates
