Defqon.1

A new way to meet Defqon.1 greatest moments – made by their fans

About the project

Capturing unique moments

Defqon.1 Weekend Festival, held from June 27th to June 30th in Biddinghuizen, Netherlands, is a world-renowned event in the hard dance music scene. The festival spans four days, featuring over 350 artists and attracting 250,000 visitors from 110 different nationalities.

Defqon.1 combines music with spectacular fire shows, wellness areas, and night programs, creating an immersive experience for its dedicated fanbase, “The Warriors”.

Challenge

Previously, Defqon’s marketing team faced significant challenges in managing user-generated content (UGC). They relied on cumbersome methods like WeTransfer, Dropbox, and iCloud to collect UGC, leading to inefficiencies. The need for a smart storage solution became apparent — a platform that could efficiently collect, store, and analyse UGC from both creators and visitors.

The question was whether we could label every piece of content pixel by pixel, frame by frame, so our platform could automatically categorize all the clips into pre-made collections, and we could.

The way Social House works

• Collect: We introduced a dedicated space within the Defqon.1
event app for visitors to upload their content fast and secure.
Easy access was facilitated through QR codes and shareable
links.

• Store: Implemented unlimited, secure cloud-based storage
with 24/7 access worldwide, supported by Smart Asset
Management with AI capabilities.

• Analyse: Utilised AI to analyse, filter and sort content, enabling
quick searches and efficient content usage. This feature
categorised content by labels such as locations, stages, logo’s
or even celebrities and emotions, streamlining their content
management.

• Create: Defqon.1 team of editors was ready to turn this UGC
into professionally crafted after-movies and reels, saving
valuable time and enhancing the festival’s visual storytelling by
their fans. We had our pool of creators ready to assist when
needed

• Share: With precise knowledge of who shot what and where,
Defqon.1 enhanced their fan interaction to extraordinary levels.
They produced reels that captivated thousands of viewers,
achieving nearly 1 million views within just a few days

Did you know that 75% of young people attend events to express themselves and share their experiences just simply out of love for the brand?

The implementation of Social House at Defqon.1 was a resounding success:
• Collected over 7, 500 clips of UGC from visitors and crew, significantly more than previous years.
• Streamlined content management allowed for real-time content utilization across social platforms.
• Enhanced our digital presence, resulting in more engaging content.
• Boosting post-event engagement and fan retention.