The question on everyone’s lips was did you get tickets, of which the majority response was no.
It has been billed the most hyped reunion of all times, with some in disbelief to if it will happen and thousands still desperately trying to get tickets for the big event next summer. Bands are constantly getting back together but this was different, this was Oasis.
15 years of feuds, insults, speculation, and then late August they finally announced, it was happening, that Oasis will in fact live forever, or at least until summer 2025. The execution from the announcement, the excitement, the online chatter, and anticipation amongst fans, was pitch perfect. The news to end all news and finally a nation rejoiced as their favourite Britpop band of the 90’s were finally, going to call a truce and bring back the music.
The question is, how and why was it so effective?
Timing
In comms, timing is everything, delivering the right message at the right moment is imperative. And that’s exactly what Oasis did. The launch strategy was flawless, creating a frenzy amongst fans and media. Both Liam and Noel teasing fans with an 11 second clip with a date followed by 8am via social media and then on the mainstage screens after Liam’s headline performance at Reading Festival. Which in turn allowed journalists to write over the weekend that a reunion was indeed on the cards.
Brand Ambassadors
Aka the fans – which highlights the importance of brand love and true brand engagement, it was the fans who took to social media to spread the word and drive excitement. The reaction was genuine, the nostalgia was real, for those who were there the first time round it felt like a homecoming and for new fans, it felt like they too could be part of an iconic moment in time.
The media
The masterplan, this was the best part, keep it simple, little by little and do not over complicate. Seed a rumour, drive buzz and talkability, let it grow organically, capture the imagination of the fans, and engage them via social media but always control the narrative.
Exclusivity
Like anything, we want what we can’t have and at the moment it’s Oasis tickets. With pre ballots, Ticket Master website meltdown, super fans and those on the peripheral became obsessed with getting tickets.
Keeping momentum
Even though most of us remain ticketless, the hype remains, new dates have been added and again we wait to see if we can access the golden, or any ticket. The launch wasn’t just a spike
If only it was that simple, but it seems we could all learn a few things from our favourite brothers.
