To leverage Visa's sponsorship of Laneway Festival, we offered attendees the opportunity to become Visa Snapchat Backstage Reporters, with full ‘access all areas’ privileges.
The campaign launched with a targeted Facebook campaign, encouraging users to follow Visa’s Snapchat channel in order to build a fan base from scratch. Those selected, reported from backstage and held artist Q&As that were reposted to Snapchat. To encourage conversation, Visa wearables loaded with cash we offered to festival goers who shared the best snaps, the content from which was then curated into a branded content reels which was re-released the following morning across Facebook channels, reaching over 3 million users.
The campaign resulted in a 50% increase in contactless payments at the Festival and generated a total reach of over 3 million users.