PAROOKAVILLE POWERED BY ING - UNIQUE SPONSORSHIP BETWEEN A MUSIC FESTIVAL AND A BANK

Live Streaming

Creative Content Strategy

30%

Fewer On-Site Crew Members

178

Hours of Live Streaming

24

Hours Turnaround Time

Parookaville, the biggest electronic musical festival in Germany, has been working with NOMOBO since 2017 to expand its digital reach and audience through top-notch livestreams, exclusive on-demand content, and engaging social media campaigns. In 2023, after several years of great results, ING became the livestream’s main sponsor.

Our team was tasked with making an enduring connection between a leading financial organisation and an entertainment brand through a powerful livestream and exciting social media content spread across several social channels.

Partnership Goals: Media Value, Content Creation, and Brand Elements

Parookaville is known for its strong storytelling and immense stage productions, creating a fully-fledged city and hosting 225,000 on-site visitors at Germany’s largest electronic music festival. Parookaville and NOMOBO created and developed the full scope of the Parookaville TV livestream through five years of successful collaboration that ultimately attracted ING in 2023.

We were asked to create new sponsorship elements, branded content, and visuals tailored to ING’s branding – while ensuring everything still aligned with the unique world of Parookaville.

These visual elements were key to meeting the partnership KPIs and generating media value for ING. We created:

Integrated ING and Parookaville brand marketing assets showcased in the livestream and online
A dedicated social-first campaign for ING (30+ videos) that explored the on-site brand activations, the partnership, and the festival
Pre-produced and on-site video content for both brands

Live Streaming 5 Stages with 30% Fewer On-Site Crew Members

Achieving More with Innovative Set-Ups and Workflows

As part of our broadcast set-up innovation, which we’ve fine-tuned over many years, we created a flexible set-up and moving kit that enabled us to cover more stages in the livestream without expanding either the crew size or required gear.

This gives the online audience a more engaging and unique digital experience, including field interviews, backstage moments, and audience reactions.

Our remote production workflow also reduced by 30% the number of crew members on-site, creating a more streamlined and sustainable production ecosystem. By using our Live Center in our Amsterdam HQ, we cut travel and equipment costs as well as ensuring a smaller on-site production footprint.

178 Hours of Live Streaming with 13 Million Views

We created four simultaneous 4K livestreams (three stages and one curated highlights stream), generating a total of 13 million views.

In total, a seven-hour TV show and two reruns were available to an online audience ready to celebrate Germany’s biggest music festival and its official partner ING.

Parookaville's YouTube Subscribers Grow 7,600%

As the result of this long-term partnership, investment, and NOMOBO’s top-notch creative and production concepts, Parookaville's YouTube subscriber number has grown by 7,600%, from 2,000 to 154,00.

24-Hour Turnaround Time for 50+ DJ Sets

As our signature and unique offering, we delivered 50+ DJ sets in 4K quality within just 24 hours, giving Parookaville the chance to maintain its online momentum with a global audience thirsty for more content across YouTube and other social channels.

ING Activations Presented for Maximum Effect

The entire festival is filled with ING activations. Our creative team developed unique ways of presenting these and developing social-first content strategies. More than 30 pieces of content relating to ING activations, including artist interviews were used either in the livestream or in the weeks after the festival.

A combination of ING brand activations, leaders, bumpers, graphics, and more, we elevated these livestreams to the best possible level.