Fiesta San Antonio Annual celebration of Battle of San Jacinto Over 118 years old, starting with Battle of Flowers Parade 3.5 million people attend over 100 Fiesta events Economic impact of $284 million during 11 day event
Promoting Fiesta Fiesta doesnt really need advertising Most Fiesta patrons are local Over 36,000 Facebook fans Over 2,300 Twitter followers So why promote Fiesta?
Getting people to the right event Fiesta has a lot to offer Smaller events Focused events Not everyone likes a big party Promoting special events Pin Pandemonium Fiesta Fiesta Finding things your friends like to do
So wheres the party? 2010 saw the rise of geo-location applications foursquare, Gowalla, and Whrrl SxSW Interactive created buzz Fiesta decided to experiment with the applications Tagged major events with all three People using the apps could tag themselves at an event People could find other people through the apps
What worked? Tagging the events was simple but required time Adding information such as details or hints helped people People found other people at the events Tagging the events helped provide some feedback on the event
What didnt work Some events were difficult to tag Parades Using all three applications created a diluted experience Promoting the events through tagging was challenging Started too late to really find benefit in the experience Some events were tagged by patrons with false information
Going forward Plan to leave tags in place for this Fiesta Plan simple promotion to encourage people to check in Still looking at Facebook check-in as a better option More Fiesta fans and easier to manage Less Fiesta control but more event control Geo-location applications still evolving Event-based usage can be challenging and not provide rewards youre looking for