How the Parookaville festival increases its global reach by 2.500%
4K Festival capture
A unique partnership
The German electronic dance festival Parookaville, held at a former military air force base, first opened its doors in 2015 welcoming 25.000 visitors.
Now, in 2022, this number has increased to a staggering 225.000 attendees. Next to the physical experience, Parookaville commissioned NOMOBO to create the official live stream and offer a digital experience to the world.
Parookaville is known for its strong storytelling and immense stage production, creating a fully-fledged city and putting down Germany’s biggest festival. In the creation process of the digital experience, NOMOBO and Parookaville combined forces to fully develop the scope of the project.
Everything had to be taken into account. Priority was given to the live broadcast, but there were also digital billboards scattered around the festival terrain that needed video material. Next to that Parookaville had attracted some high-level sponsorships that needed specialized clips and promotional materials, adding even more pressure to the already full production planning!
Could NOMOBO deal with this extensive project and deliver as promised? It called for the right approach!
First and foremost, the live broadcast was the key element of this project. But to make this live stream a full digital experience, it needed quite a lot more. Think of end-of-day videos, teasers, short movies and interviews to communicate the festival vibes, but also to connect with the global audience on a more personal level. In total recording and delivering almost 60 custom content items and over 40 DJ-sets in 4K quality.
New this year was the partnership with social media giant TikTok, where Parookaville exclusively ran their livestream. Capturing a festival in landscape mode is one thing, broadcasting this on a portrait screen brings a lot more challenges with it. In the end NOMOBO nailed it and TikTok Germany was over the moon by the quality of the content broadcasted on their platform.
As Tanja Rogiest from Parookaville stated: “We've got word from TikTok that they were simply blown away by the live broadcast!”
Immortalizing Parookaville and celebrating Germany’s biggest festival with a global audience was an unforgettable experience. Together with NOMOBO, the festival generated over 5,5 million views, transforming the physical reach to a global reach and increasing it by 2.500%.
Taking the opportunity to have a live broadcast on TikTok turned out to be an immense success. With an average watch time of over 30 seconds, it immediately showed that utilizing the social media platform for these kinds of productions is a perfect fit, as it was one of the highest watch times in the industry. On top of that, Parookaville gained 50.000 followers over the weekend on their TikTok page, growing their following immensely. Even TikTok themselves were blown away by the cinematic quality and visual storytelling that NOMOBO added to the Parookaville live stream.
Next to the live content, NOMOBO provided Parookaville with the DJ sets for them to use in their after-sales process. Currently, the YouTube video sets have accumulated 1.5 million views, just a couple of weeks after the festival, and are still ramping up as Parookaville is releasing more and more video sets to their channel.
For the last few weeks I have been looking at multiple live streams, but NOMOBO is the only company that really nails it!
Founder and CEO of Parookaville