Young Glory Brief 7 JFL42

2. JFL42
Judge: Marc Fortin, Senior Partner,
VP Executive Creative Director, lg2
Presented by: CreaM
Patrice Sabourin
patrice.sabourin@mosaic.com

3. Objective
Sell out JFL 42, a new type of comedy festival geared towards
a young, culturally obsessed and globally connected crowd

4. Strategy
Use the right mix of sales promotion and creative
interactive experiences

5. Tactic Part 1: Sales Promotion
Name your price, the Priceline approach.
It’s well known every one likes a good deal.
Through the JFL42 website and the Smartphone app
people will be able to make offers for custom package
for the shows they want to see. Name your price, the
amount of show you want for that price and what act you
absolutely want to see. The promoter will than send you
an option tailored to your liking.
This will leverage the bigger act and give the opportunity
to smaller act to be seen as well as they are going to be
included in various custom packages

6. Tactic Part 1: Sales Promotion
Use the popularity of collective
buying sites to sell out acts
that wouldn't on their own

7. Tactic Part 2 – Interactive sales promotion
Social media call out
Once someone buys a ticket have
them invite friends buy mocking them
with a personalized video from the
act their attending. Every act will
create their own video invite template
to be use in the social media.
How it works: Let's say my friend
Math bought tickets for Sugar Sammy
and wants me to do the same. The
JFL42 app will have an invite tool
where by answering a few questions
about Me, Math will post a
personalized video invite from Sugar
Sammy on my Facebook wall where I
will be the center of the joke. inviting
me to buy ticket as well.

8. Tactic Part 3: Onsite interactive experiences
Leverage the Smartphone app
Exemple 1
Use the Smartphone app further
than a simple access pass. Team
up your internet sensations and
trouble makers to create original
interactive material. For example
augmented reality animations that * kick in the nuts a Jackass classic
would appear on the festival site
through the screen of your phone
just by pointing it at random
direction.
* How to piss in public: internet sensation
1.5M views

9. Tactic Part 3: Onsite Interactive experiences
Leverage the Smartphone app
Example 2
Use the Smartphone app to
engage the crowd as participants
in the shows. Via the JFL42
Smartphone app, offer the chance
to individuals attending a show to
decide what happens next. The
options receiving the most votes
will happen on stage making the
crowd part of the show and its
outcome.

10. Tactic Part 4: Beyond Expectations
This part may have more to do with
selling out for many years to come.
When thinking of a successful festival
geared towards a young connected
crowd, one most think of Coachella. It
doesn’t just sells out, it does so 2
weekends in a row. They do so by a
mix of big names and smaller acts but
also with a genius partnership that
creates unique experiences for the
people attending. Experiences that
bring people from all around the world
to attend the festival years after years.
Through there partnership with
Creators Project the festival creates
mind bending experiences shared
around the world. A partner with that
sort of expertise should have a say in
the programming.

11. Tactic Part 4: Beyond Expectations
Have comedian and tech artists collaborate to create a new bread of comedy shows.
Example 1: Create never seen Example 2: Holograms
characters with projection technology to bring fictive or
mapping on human face past away characters back to
life