A container App that serves a community
The Kamala 360 App is a container mobile App that serves the fan community of Deejay Kamala, a famous Portuguese DJ. During the summer, this artist hosts a party every Wednesday for 3 months. The only way to register for these parties is through the mobile App, and everyone attending needs to have the App installed as it is the only way to validate their entry at the venue. Over time, the community has grown to over 18.000 members, and every party, without exception, has sold out.
The process
To access this community App, members would need individual codes that were distributed by representatives of the artist. Once they had a code, they could register using their personal data, including phone and picture, and gain the ability to RSVP to parties that happened every Wednesday.
Registrations for the parties were made at exactly 9PM on Monday of the same week of the party, and slots were only a fraction of the size of the community, with registrations based on a first come, first served basis. This effectively meant that thousands of people accessed the app exactly at the same time. The average party was sold out in minutes.
Because registration to the party was free, members of the community were also penalized if they RSVP to the party but didn’t attend, allowing the organisation to control and influence attendance.
On the morning of the party, attendees that managed to secure their spot received a push-notification with the location of the event.
Upon arriving at the venue, attendees used the App to show their unique QR-Code to validate their registration. Once they checked in, they were credited with two digital coupons with which they could redeem a free drink at the bar. Anyone could acquire more coupons by making a payment directly through the App.
At the party, everyone was connected digitally. There was a list of people attending, people could chat, offer each other coupons, share pictures and request songs that they wanted to hear – because the DJ was also using the App.
Finally, throughout the year, the App was also used to communicate with the community. This community was enhanced by constant notifications advertising other events from the artist, and a photo feed where members shared pictures and comments before and after the party.
The outcome
Kamala 360 is a project we take great pride on for all the challenges overcome, but also because it is the perfect example of how a mobile app can be at the center of an event. Not only in terms of engagement and useful information, but also control and process management.
KEY HIGHLIGHTS
- Community App serving 18.000+ members
- 80+ parties since 2018
- Over 1000+ photos shared
- Over 25.000 in-app messages exchanged
- Every year, the App branding changes, with new graphics and colours
- App used to RSVP at the party, get drinks, make payments
- Full system integration – registration, check-in and mobile app
