Deorro, a Los Angeles-based electronic dance music DJ, wanted to launch his inaugural website while performing at The Coachella Valley Music and Arts Festival. The chart-topping artist planned on using Coachella's live stream to drive traffic to his new website. Unfortunately, the festival prohibited performers from embedding the stream directly onto other websites. Deorro leveraged SocioFabrica's visual marketing platform, Nicho, to convert fan engagement and enthusiasm at the live event into traffic to his new website.
Deorro's site had not been updated for several months leading into one of his biggest events of the year. Working closely with Deorro's tour manager, Malik Adunni from Gold Credentials, SocioFabrica planned the launch of the website to coincide with his performance at Coachella. Just one hour before his first set at Coachella, Deorro announced the launch of the new site through Twitter.
The Nicho Wall was the centerpiece of Deorro's new site. There, he was able to aggregate thousands of fan videos, photos, and status updates tagged with #Deorro or #PandaFunk on social media. Once the user-generated content was approved, it was displayed on the customizable, responsive Media Wall. Deorro and his team styled his Nicho Wall to create a seamless, branded experience that captured his Coachella sets, and gave website visitors a chance to experience the music in more perspectives and mediums than viewing the live stream feed would have provided.
Deorro headlined on Saturday of both weekends at Coachella. During, between, and after his sets, Team Deorro was able to curate fan content to his Nicho Wall from his tablet and smartphone the second someone posted it to Instagram, Vine, Twitter, Tumblr, or YouTube. Nicho analytics helped identify the most popular fan posts so he could share them on his social channels to further drive engagement and traffic. Nicho's Media Wall provided Deorro's followers with an experience that extended beyond his performances and live stream.
Deorro was able to drive his existing social media fan base to his new site through social media marketing, in this case via a single and simple tweet. Once on the new site, fans not only accessed the link to his Coachella live streamed shows, but were also able to view, like, share, and comment on the user-generated content being posted to the Nicho Wall.
"Nicho was a huge part of our website launch at Coachella. We were blown away by the fan engagement on Nicho-powered pages." – Malik Adunni, Gold Credentials, former Tour Manager for Deorro.
Between his second Coachella performance the following weekend, Deorro's site received 400% increase in unique visitors. Nicho's easy-to-manage visual marketing platform proved to be a powerful tool for amplifying live events by integrating social media.
During the live streams and the time between his weekend performances, visits to the site were consistent and averaged more than four minutes. Deorro also saw growth in the number of fans and followers on his social media channels. The Nicho Media Wall evolved into a space for Deorro to collect the playlists, clips and videos fans and fellow artists like Travis Barker had posted. Content like this could be downloaded and re-appropriated to drive e-commerce with links that allow ticket and merchandise purchases.
