CHAPTERS

1 . YESTERDAY I S H I STORY

2 . TODAY I S A G I FT

3 . THE POWER OF CREAT ION

4 . SOC IAL MADNESS

5 . PEOPLE O F TOMORROW

6 . CHALLENGES

7 . TOMORROW I S MYSTERY

2005

August 14

10.000 visitors

1. YESTERDAY IS HISTORY

• Facebook (founded in 2004)

• Website

• Blogs

• Aftermovie� website (56K views)

• Print Media > Digital Media

• Release Magazine

• Netlog & Myspace

• Flyers, posters, billboards � offline promo

• Mysteryland (NL)

• ID&T (Thunderdome, Sensation)

• Foto > Video

• Mobile devices

YESTERDAY IS HISTORY

2005

August 1410.000 visitors

2006

July 3015.000 visitors

2007

July 28 & 2920.000 visitors

2008

July 26 & 2750.000 visitors

2009

July 25 & 2650.000 visitors

2010

July 24 & 2590.000 visitors

2011

July 22, 23 & 24180.000 visitors

2012

July 27, 28 & 29180.000 visitors

2013

July 26, 27 & 28180.000 visitors

YESTERDAY IS HISTORY

2014

2 Weekends360.000 visitors

2. TODAY IS A GIFT

• Facebook: 7,4M friends

• Website (2,1M visits during event)

• Twitter (1,5M)

• Instagram (910K)

• Aftermovie (28M views)

• YouTube Channel (4M subs)

• Livestream (19M viewers)

• Tomorrowland Radio

• Tomorrowland Today

• Tomorrowland > ID&T

• Video > Foto

• Smartphones (apps)

• UGC

• Partnerships

• Digital Media > Print Media

2014

2 Weekends in July

360.000 visitors

Sold out in 1h

LOVE RATE

• Evolved with the festival

• People want to be associated

• High during the festival

• High during the year

• Extreme emotions during ticketsales

• Bucket list

TODAY IS A GIFT

• Marketing & Creations = One Team

• Dedication: 365 days a year

• Heart and soul based in Belgium

• Music = key

� A global phenomenon:

Best Music Event Worldwide (IDMA)

in 2011, 2012, 2013, 2014

� Importance of the brand values.

BRAND VALUES - DNA

3. THE POWER OF CREATION

Artwork

Accomodations

Venue

Stages

Acts

Treasure Chests

Partnerships

Media

Music

Merch

…

… it’s all in the details.On- and offline

• One World bridge – People Of Tomorrow

• De Schorre, Boom � Pilgrimage site

• Permanent - temporary

BRACELETS & TREASURE CASETouchable – Made with love – Surprise

BRACELETS & TREASURE CASE• The “Key To Happiness” became a relic

• People are carrying it close to their heart

• Experience starts at home

• RFID technology + extra features � Enriched festival experience

• Branded hotels

• Branded planes

• Branded trains

• Guided tour

• Experience of a lifetime

• Travel Partners

• Discover Europe

GLOBAL JOURNEY

PRE REGISTRATIONMOMENT

TICKET SALES

ANNOUNCEMENT THEME TEASER

• 1M pre registrations in 1 hour• 5M visitors• 10M pageviews

LINE UP

• Sold out in 1h• 3M potentials

PRE REG ANNOUNCE

WORLD

BELGIUM

ANNOUNCEMENT THEME TRAILER

TIMING

MADNESS + LIVESTREAM

TOMORROWLAND HYMN

• Hans Zimmer

• 2,5 years

• Fans asking to release the Hymn

AFTERMOVIES

Relive the Madness of Tomorrowland

• Tomorrowland Creative Team

• Dedicated soundtrack (ID’s)

• Dedicated production crew

• Artists

• “I wanna be in the aftermovie”

2012 Official Aftermovie: +123M views

TEASING IS PLEASINGExcitement via teaser trailer

AMBASSADORS

People Of Tomorrow Artists

AMBASSADORS

Priceless messages.

TOMORROWLAND FOR LIFE

#PeopleOfTomorrow

Surprise your audience

Winner: Severine (Germany)

4. SOCIAL MADNESS

• Never use “We” or “Our” – avoid distance

• The focus is: “You”

• Madness in Brasil = Magic

• Souls in Brasil = Hearts

Focus on the right language

Focus on the right content

• Respect the Magic

• Keep it Magical

Focus with the right spirit (DNA)

SOCIAL MADNESS

• Content plan

• Push notifications

• High frequency publishing

• Full focus on publishing (all channels)

• Listening projects: Receive� Inform� Report � Learn

• Interaction with Risk, Operations, Press

• AWARENESS of what’s happening inside AND outside

During the event

OUTSIDE

MH17Global Journey Party Flight

A WINDOW TO THE WORLDInteractive livestream landing page

Join the experience at home

“I thought it was really funny and ridiculous. Yes, I am in my thought for a minute and yes, I am probably

very tired, like I am right now, because I do 150 shows a year and I am making an album. I do not sleep

much.”

Guetta on drugs?

CULTURAL DIFFERENCES

• Emotional

• From the heart

• Techno & deephouse

• Portuguese

• Rules (in ticket sales)

• Payment plans

• Commercial state of mind

• EDM

• Rave culture (dress up)

• Rules (behaviour)

5. PEOPLE OF TOMORROW

5. PEOPLE OF TOMORROW

• PLUR

• Sharing the same values

• Sharing the same dreams

• Travel together/alone

• Meeting each other

• Inform each other

• Feel part of a movement

• Never feel excluded

• Worried about environment

• Impatient� NOW

• Taking care of each other

• #YOLO #FOMO

Generation Y

LOCAL FOCUSNational Days � Geo Targeting� Love Rate increases� Closer

#GLOBAL EVENTS

• International Day of Happiness

• World Poetry Day

• International Day against Racism

• Earth Day

• World Book Day

• Valentine’s Day

• Black Friday

• #womensday

• …

Catch the right wave for your brand

Religion & Politics� NO GO

“Is this how u respect Buddha?”

6. CHALLENGES

• Facebook reach + groups

• Attention span

• Technological evolution

• Musical evolution

• Love rate < > spoiled

• Stay ahead of competition

• Stay focussed on a global scale

• Cybercrime

• Portuguese

CYBERCRIME

• Fraude@tomorrowland.com

• Community = alert

• Fake ticket sales

• Fake websites

• Fake Facebook pages

• Fake Twitter accounts

• Fake Merchandise

• Fake Tomorrowland parties

• Fake announcements

• Hack attempts

Tomorrowland is a registered trademark… …and very popular

7. TOMORROW IS MYSTERY

LIVE TODAY, LOVE TOMORROW, UNITE FOREVER.

jeroen@tomorrowland.com