Sunday Music Festival: influencer campaign across 2 editions
Festival tickets sell in the run-up, not on the day. Lumera built a 2-edition strategy for Sunday Music: local creators to build hype beforehand, then a wave of Stories on the day.
sector
Leisure & events
period
2025-2026
creators
No items to display.
platforms
Instagram
TikTok
challenge
Sunday Music is an electronic music festival held every year on the tarmac of Montpellier airport, right among the planes. The venue sells itself, as long as people get to see it.
Timing mattered as much as audience: ticket sales happen in the run-up, and the crowd comes mostly from the local area.
01
Showcase the venue and line-up
Introduce a one-of-a-kind venue and the line-up to local and regional audiences.
02
Drive ticket sales
Concentrate visibility in the run-up to the event, when people decide to buy.
03
Build a repeatable playbook
A format carried over from one edition to the next, scaled up rather than reinvented each time.
approach
The strategy has 2 layers: dedicated collaborations with local creators on Instagram and TikTok, designed as teasers, and a wider group of creators sharing the event in their Stories on the day. Renewed for a second edition, it more than doubled the number of creators involved.
https://vz-8385121c-dd4.b-cdn.net/a712e10d-8e33-4563-82e0-12e814e5c91f/play_720p.mp4
https://vz-8385121c-dd4.b-cdn.net/f746b7ad-1498-4ea8-b3e8-bbf93f00123b/play_720p.mp4
https://vz-8385121c-dd4.b-cdn.net/f4387a3a-5210-4e07-a406-175d8e25c9db/play_720p.mp4
https://vz-8385121c-dd4.b-cdn.net/eb70b1d4-c4ab-49f6-ae5d-15ca615b8746/play_720p.mp4
https://vz-8385121c-dd4.b-cdn.net/f7ec8936-99cc-4678-bf3a-6e8be6ea90a5/play_720p.mp4
https://vz-8385121c-dd4.b-cdn.net/b74fc2ba-15c2-4192-8e7f-a1b5e1bc38e7/play_720p.mp4
results
+978k
Views generated
61
Creators involved
4.83%
Engagement rate
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