Axwell /\ Ingrosso, with the help of ATM artists and Virgin EMI, reinvented the modern day fan distribution list by creating a Messenger bot that keeps their biggest fans around the world up to date with the latest and greatest news from the Swedish super duo.
Rewarding Axwell /\ Ingrosso's super fans
”Axwell /\ Ingrosso reveal new EP track list through Facebook Messenger BotJeffrey YauYourEDM
With low delivery, open and CTR rates on email dwindling and organic social reach continuing to decline it was becoming harder for Axwell /\ Ingrosso to reliably, effectively and efficiently speak to their biggest fans.
Their idea was to create a bot that would act as a Messenger based VIP fan club, solely designed for their biggest fans and friends, who were eagerly awaiting to hear the latest news from the internationally renowned musicians, DJs and producers.
Axwell /\ Ingrosso's biggest fans were invited to come inside their new VIP fan club on Messenger. The fan club was subtly promoted via Axwell /\ Ingrosso's social channels, and by updating their bio links on Instagram, to keep the feeling of it being an exclusive club for their biggest fans.
Inside the fan club they can stay up to date with tours, music releases and breaking news on the Swedish duo. Fans would also be the first to hear about exclusive merchandise drops, which are often in incredibly high demand when they go on public sale. For example, a new limited-edition cap was launched via the bot and sold out within minutes.
”We’ve managed to sell over £10,000 worth of merch directly via Facebook Messenger in just a couple of months. It’s going to be at the forefront of all our marketing for 2017.Sean HillCMO, ATM Artists
How They Did It
Step 1: Design the first phase of the bot
ATM artists and Virgin EMI built their bot to do exactly what they wanted using The Bot Platform. They kept it super simple to begin with.
Step 2: Launch the bot to the world
Axwell /\ Ingrosso directed their fans to their Messenger bot across various platforms using a simple URL shortcode, ensuring they told enough fans to drive scale but not too many to remove a sense of status from being part of the VIP fan club.
Step 3: Get fans to opt in
Once fans engaged with them via Messenger, they were then asked to opt-in to receive updates on the platform.
Step 4: Broadcast key news to their super fans
Using The Bot Platfrom’s SmartTargeting broadcast system, Axwell /\ Ingrosso were able to schedule message broadcasts around key news events and merchandise drops to ensure their super fans were the first to know via the bot.