Roskilde Festival – Official Camp Planner

Roskilde Festival, founded in 1971, is northern Europe's biggest music and culture festival.
"Facebook has been a completely natural focus area for us. It is by far the most popular social network on the Net – and the place where our core public is to be found. Komfo is an invaluable partner for us, with their specialised knowledge of Facebook and of what is required, both technically and conceptually, to achieve success in a social network. We are looking forward to what we hope will be a long and successful partnership." Mads Mikkelsen, PR & Marketing Coordinator, Roskilde Festival

About Roskilde Festival – Official Camp Planner

The goal of the Facebook application is to facilitate the needs of festival guests for involvement and interaction with each other in advance of the start of the festival. The case is a good example of how to create customer loyalty – and shows how the activity of customers with the application helps to market the festival towards other possible customers in the networks of the festival guests.

Using the application, users can create a camp to which they can invite their friends. It is possible to create a to-do list and arrange who will take care of what in the run-up to the festival, as well as comment on activities in the camp. It is also possible to take a test of which "festival type" you are, show which concerts you are planning to attend, and see which of your friends and acquaintances are also going to Roskilde Festival, and who they are planning to camp with. The application is in English, and is aimed at Roskilde Festival’s guests from all over the world.

Visual presentation of Roskilde Festival – Official Camp Planner

The application's front page shows the latest news from Roskilde Festival, such as which new bands have been added to the list of performers. When the user clicks on a news item, a new window opens with the whole story and directs the user to the Roskilde Festival website.

On the front page, the user can also see which of the user's friends have also installed the Roskilde Festival application, as well as their activities with the application (which concerts they are going to attend, their festival type, and which camp they will be staying in).

Under the Camp menu, users can choose to create their own camp or ask to join a camp created by their friends. When users create a new camp, they can give it a name, insert a logo and describe the special characteristics of their camp.

Under the same menu, users can see which of their friends have already established a camp, and which friends do not yet belong to a camp – and invite them to join.

Under the menu Friends' Camps, users can see which of their friends are in which camps, and can view all the users associated with the various camps.

Under each camp, users can fill out a checklist of the things they want to take with them to the festival. As part of the checklist function, users can also take responsibility for various tasks and indicate who will take care of the tasks in the planning process before the festival begins. It is also possible to upload photographs to the camp and share these with the camp members.

Each camp is also equipped with a mini-forum, where the camp members can add comments and discuss their plans for the festival. When there is activity in the camp, such as when new members join or new points need to be added to the checklist, members are notified via a message in the Notifications menu, or via the users' Facebook profile.

Under the menu The Roskilde Test , users can find out which kind of festival type they are through a simple quiz which deals with various situations associated with the festival. After answering the eight questions, the user is told which of ten festival types he or she belongs to, and the typical characteristics of this type of festival guest.

Users can then 'morph' their photos into the appropriate type and transform themselves into such characters as The Raver, The Adventurer or The Hippie. As the picture can be enlarged, reduced or rotated, the user can choose to morph almost any photo. The concept of morphing is extremely well suited to Facebook, because of the entertainment value it offers and the involvement it generates.

Users can then draw the attention of their Facebook friends to Roskilde Festival's Facebook site, and spread the word by placing a message on their Walls. This message will then appear in their friends' News Feed the next time they log on to Facebook. Such a message might for example be:

The application provides users with their own personal boxes, showing which Roskilde type they are, and which camp they will be staying in. The users can also give themselves a special Roskilde nickname, and list three of the bands they plan to hear at the festival.

Users can then add this box of information to their personal profiles on Facebook, so that any friends who visit the profile will be made aware of the individual user's activities with the application. This function also helps to spread awareness of Roskilde Festival on Facebook.

Users can also recommend their friends to get involved in Roskilde Festival on Facebook by sending an invitation to their friends under the Invite Friends menu. This function also helps to secure the rapid viral dissemination of the application.

See the applicationen LIVE on Facebook.

If you have any questions about this specific case or our applications generally, you are very welcome to contact Michael Andreas Hansen on (+45) 2990 9195 or mah@komfo.com

Overview of cases.