Moongate and Wonderfruit: Enhancing Festival Engagement Through Smart Ticketing

Background: Wonderfruit, often referred to as “The Burning Man of Asia,” is a prominent annual four-day festival in Southeast Asia, celebrating art, culture, sustainability, and music. With its growing popularity, the 2023 edition attracted around 30,000 attendees, making it one of the largest music festivals in the region. The festival not only promises a rich cultural experience but also aims to deepen attendees’ connection with nature and art through its diverse programming.

Objectives: The main objectives for Wonderfruit 2023 were to identify and nurture a core group of attendees into loyal fans, extend the customer journey beyond the festival duration, and convert casual attendees into active participants and promoters.

Solution: To achieve these goals, Moongate partnered with Wonderfruit to offer a unique ticket package known as “The Pineapple Eyes,” which included exclusive perks such as a five-day pass, a special RFID wristband that doubled as a wallet and access token on site, and a collectible digital art piece linked to blockchain benefits. This package was tailored to enhance the festival experience by integrating technology with traditional festivity elements. The Pineapple Eyes tickets incorporated a series of innovative features:

• Smart Ticketing: Moongate developed a custom ticketing page that offered ‘whitelisted’ core fans tickets based on their previous purchases and attendance. This approach ensured that only dedicated fans received access to this exclusive offer.
• Gamification and Digital Collectibles: Post-event, all attendees received digital collectibles to continue their engagement with the festival. This strategy was designed to maintain interest and connection with the festival after the event.
• Exclusive Benefits Portal: An exclusive portal was set up for attendees, providing special discounts and perks from Wonderfruit and its sponsors, enhancing the value and experience for each attendee.

Impact: The introduction of smart tickets and digital collectibles had a significant impact:

• High Claim Rate: 30% of all attendees claimed their digital collectibles after the event, notably, 90% of these individuals were new to blockchain, indicating the initiative’s success in reaching a broader audience.
• Extended Engagement: The gamification elements and benefits portal effectively extended the customer journey, driving more revenue and engagement before, during, and after the festival.
• Community Building: The targeted approach helped convert a substantial number of attendees into motivated fans and brand promoters, strengthening the community around Wonderfruit.

Conclusion: The partnership between Moongate and Wonderfruit exemplifies how technology can be seamlessly integrated into cultural events to enhance attendee engagement and loyalty. By leveraging smart tokens and blockchain technology, Moongate helped Wonderfruit not only to captivate and expand its audience but also to foster a sustainable engagement model that resonates with the modern festival-goer’s expectations for innovation and added value.

Learn More: For further details about Wonderfruit, visit Wonderfruit’s official website.