Festival fans turned into Visa’s backstage reporters, driving 50 percent more contactless payments.
Built as a sponsorship platform and social content engine for Laneway Festival.
Problem
Use Visa’s Laneway Festival sponsorship to change behaviour on site and get young festival goers choosing contactless over cash.
Idea
Visa Snapchat Backstage Reporters, a programme that turned fans into all-access correspondents, giving them unique experiences and using their coverage to power Visa’s social content.
How it worked
• Ran a targeted social campaign inviting fans to follow Visa on Snapchat and apply to become Visa Backstage Reporters
• Gave selected fans all-areas access to interview artists, shoot backstage content and take over Visa’s Snapchat channel during the festival
• Rewarded the best snaps with Visa wearables loaded with cash, then curated the strongest content into branded highlight reels pushed out the next morning across Facebook and other channels
Results
• 50 percent increase in contactless payments at Laneway Festival
• Branded content reached more than 3 million users
• Turned a standard sponsorship into a repeatable model linking payment behaviour to access and content