This document summarizes the history and growth of Tomorrowland festival from 2005 to 2014. It discusses how the festival evolved from initially attracting 10,000 visitors through word-of-mouth promotion to selling out two weekends with 360,000 total visitors in just one hour in 2014. It also outlines how Tomorrowland has expanded its global fan base through increasingly sophisticated digital marketing strategies and fostering a sense of community and shared values among its "People of Tomorrow." The challenges of maintaining quality, innovation, and security at such a large scale globally are also addressed.

2. CHAPTERS
1. YESTERDAY IS HISTORY
2. TODAY IS A GIFT
3. THE POWER OF CREATION
4. SOCIAL MADNESS
5. PEOPLE OF TOMORROW
6. CHALLENGES
7. TOMORROW IS MYSTERY

3. 2005
August 14
10.000 visitors
1. YESTERDAY IS HISTORY
• Facebook (founded in 2004)
• Website
• Blogs
• Aftermovie website (56K views)
• Print Media > Digital Media
• Release Magazine
• Netlog & Myspace
• Flyers, posters, billboards offline promo
• Mysteryland (NL)
• ID&T (Thunderdome, Sensation)
• Foto > Video
• Mobile devices

4. YESTERDAY IS HISTORY

5. 2005
August 14
10.000 visitors
2006
July 30
15.000 visitors
2007
July 28 & 29
20.000 visitors
2008
July 26 & 27
50.000 visitors
2009
July 25 & 26
50.000 visitors
2010
July 24 & 25
90.000 visitors
2011
July 22, 23 & 24
180.000 visitors
2012
July 27, 28 & 29
180.000 visitors
2013
July 26, 27 & 28
180.000visitors
YESTERDAY IS HISTORY
2014
2 Weekends
360.000 visitors

6. 2. TODAY IS A GIFT
• Facebook: 7,4M friends
• Website (2,1M visits during event)
• Twitter (1,5M)
• Instagram (910K)
• Aftermovie (28M views)
• YouTube Channel (4M subs)
• Livestream (19M viewers)
• Tomorrowland Radio
• Tomorrowland Today
• Tomorrowland > ID&T
• Video > Foto
• Smartphones (apps)
• UGC
• Partnerships
• Digital Media > Print Media
2014
2 Weekends in July
360.000 visitors
Sold out in 1h

7. LOVE RATE
• Evolved with the festival
• People want to be associated
• High during the festival
• High during the year
• Extreme emotions during ticketsales
• Bucket list

8. TODAY IS A GIFT
• Marketing & Creations = One Team
• Dedication: 365 days a year
• Heart and soul based in Belgium
• Music = key
A global phenomenon:
Best Music Event Worldwide (IDMA)
in 2011, 2012, 2013, 2014
Importance of the brand values.

9. BRAND VALUES - DNA

10. 3. THE POWER OF CREATION
Artwork
Accomodations
Venue
Stages
Acts
Treasure Chests
Partnerships
Media
Music
Merch
…
… it’s all in the details.On- and offline

11. • One World bridge – People Of Tomorrow
• De Schorre, Boom Pilgrimage site
• Permanent - temporary

12. BRACELETS & TREASURE CASE
Touchable – Made with love – Surprise

13. BRACELETS & TREASURE CASE
• The “Key To Happiness” became a relic
• People are carrying it close to their heart
• Experience starts at home
• RFID technology + extra features Enriched festival experience

14. • Branded hotels
• Branded planes
• Branded trains
• Guided tour
• Experience of a lifetime
• Travel Partners
• Discover Europe
GLOBAL JOURNEY

15. PRE REGISTRATION
MOMENT
TICKET SALES
ANNOUNCEMENT
THEME TEASER
• 1M pre registrations in 1 hour
• 5M visitors
• 10M pageviews
LINE UP
• Sold out in 1h
• 3M potentials
PRE REG
ANNOUNCE
WORLD
BELGIUM
ANNOUNCEMENT
THEME TRAILER
TIMING
MADNESS
+
LIVESTREAM

16. TOMORROWLAND HYMN
• Hans Zimmer
• 2,5 years
• Fans asking to release the Hymn

17. AFTERMOVIES
Relive the Madness of Tomorrowland
• Tomorrowland Creative Team
• Dedicated soundtrack (ID’s)
• Dedicated production crew
• Artists
• “I wanna be in the aftermovie”
2012 Official Aftermovie: +123M views

18. TEASING IS PLEASING
Excitement via teaser trailer

19. AMBASSADORS
People Of Tomorrow Artists

20. AMBASSADORS
Priceless messages.

21. TOMORROWLAND FOR LIFE
#PeopleOfTomorrow
Surprise your audience
Winner: Severine (Germany)

22. 4. SOCIAL MADNESS
• Never use “We” or “Our” – avoid distance
• The focus is: “You”
• Madness in Brasil = Magic
• Souls in Brasil = Hearts
Focus on the right language
Focus on the right content
• Respect the Magic
• Keep it Magical
Focus with the right spirit (DNA)

23. SOCIAL MADNESS
• Content plan
• Push notifications
• High frequency publishing
• Full focus on publishing (all channels)
• Listening projects: Receive Inform Report Learn
• Interaction with Risk, Operations, Press
• AWARENESS of what’s happening inside AND outside
During the event

24. OUTSIDE
MH17Global Journey Party Flight

25. A WINDOW TO THE WORLD
Interactive livestream landing page
Join the experience at home

26. “I thought it was really funny and ridiculous. Yes, I am in my thought for a minute and yes, I am probably
very tired, like I am right now, because I do 150 shows a year and I am making an album. I do not sleep
much.”
Guetta on drugs?

27. CULTURAL DIFFERENCES
• Emotional
• From the heart
• Techno & deephouse
• Portuguese
• Rules (in ticket sales)
• Payment plans
• Commercial state of mind
• EDM
• Rave culture (dress up)
• Rules (behaviour)

28. 5. PEOPLE OF TOMORROW

29. 5. PEOPLE OF TOMORROW
• PLUR
• Sharing the same values
• Sharing the same dreams
• Travel together/alone
• Meeting each other
• Inform each other
• Feel part of a movement
• Never feel excluded
• Worried about environment
• Impatient NOW
• Taking care of each other
• #YOLO #FOMO
Generation Y

30. LOCAL FOCUS
National Days Geo Targeting Love Rate increases Closer

31. #GLOBAL EVENTS
• International Day of Happiness
• World Poetry Day
• International Day against Racism
• Earth Day
• World Book Day
• Valentine’s Day
• Black Friday
• #womensday
• …
Catch the right wave for your brand

32. Religion & Politics NO GO
“Is this how u respect Buddha?”

33. 6. CHALLENGES
• Facebook reach + groups
• Attention span
• Technological evolution
• Musical evolution
• Love rate < > spoiled
• Stay ahead of competition
• Stay focussed on a global scale
• Cybercrime
• Portuguese

34. CYBERCRIME
• Fraude@tomorrowland.com
• Community = alert
• Fake ticket sales
• Fake websites
• Fake Facebook pages
• Fake Twitter accounts
• Fake Merchandise
• Fake Tomorrowland parties
• Fake announcements
• Hack attempts
Tomorrowland is a registered trademark… …and very popular

35. 7. TOMORROW IS MYSTERY

36. LIVE TODAY, LOVE TOMORROW, UNITE FOREVER.
jeroen@tomorrowland.com