Que tu aimes ou non les musiques extrêmes, celles qui te font balancer la tête frénétiquement et gronder des paroles qui mettent à l’épreuve tes cordes vocales, tu connais forcément le Hellfest.
Festival de musique français spécialisé dans les musiques extrêmes, le Hellfest a rassemblé 180 000 festivaliers en 2018 et s’impose comme le troisième plus gros festival français en terme de fréquentation. Au mois d’octobre, il a vendu en moins de 2 heures la totalité de ses pass 3 jours pour sa 14ème édition qui aura lieu en juin 2019. Quels sont les secrets de cette stratégie marketing si bien orchestrée ?
Hellfest, quand musique et marketing s’accordent pour offrir une expérience unique aux festivaliers.
Bien plus qu’un simple festival, le Hellfest est un véritable rassemblement de passionnés de musiques extrêmes et d’expériences hors-du-commun. Lorsque l’on arrive au Hellfest, on s’immerge dans un univers exceptionnel qui nous transporte et renforce notre sentiment d’appartenance à un groupe. Une fois les portes de la cathédrale passées, plus aucun doute : on est au Hellfest. Les décors underground, inspirés des enfers et de l’univers rock, sont des éléments clés de l’identité du Hellfest qui incitent le festivalier à s’immerger dans un univers parallèle rythmé par les riffs de guitares et les voix rauques. Théâtre vivant de nuit comme de jour, le Hellfest offre à ses festivaliers une expérience unique grâce à un décor travaillé qui reflète tout l’esprit du festival et renforce le sentiment d’appartenir à une communauté.
Des partenaires savamment sélectionnés pour inciter à consommer
Direction Hell City, temple de la consommation et ville au sein du festival qui offre à ses festivaliers un large panel de marques cachées derrière un décor inspiré des films hollywoodiens. À Hell City, tout est là pour inciter à consommer : on retrouve des marques emblématiques de l’univers rock : Dr Marten’s, Harley Davidson ou encore Gibson (le 1er fabriquant mondial d’instruments de musique et d’équipements audio professionnels). On retrouve également l’Extreme market, marché spécialisé dans la culture métal qui propose à nos festivaliers avides de rythmes endiablés des vinyles, CD, bijoux, vêtements, etc.
À force de danser et chanter, on finit par avoir soif et ça, le Hellfest et Kronembourg l’ont bien compris. Pour l’édition 2018, 400 000 litres de bière ont été englouties par les festivaliers qui avaient semble-t-il grand soif. Kronembourg n’était pas la seule marque d’alcool présente sur le festival, on pouvait retrouver de vieux classiques comme Jack Daniel’s, Jagermeister, Ricard ou encore Sailor Jerry, de quoi ravirent tous ceux un peu moins fan de la Kro (et on les comprends).
Une communication diabolique
Le Hellfest rassemble la plus grande communauté en ligne de festivalier français avec à son actif près de 446 000 fans Facebook et 63 400 followers sur Twitter. C’est une stratégie bien réfléchie sur laquelle le festival travaille depuis plusieurs années en proposant du contenu de qualité à sa communauté. La notoriété du festival est si bien établie que comme l’année précédente les pass ont été vendus en quelques heures sans même que la programmation ne soit alors encore dévoilée !
Le Hellfest 2019 est complet. Il aura fallu moins de deux heures pour écouler l’intégralité de nos pass 3 jours ! L’enfer n’attend pas ! Merci à tous ! See you in hell #C0D32K19 pic.twitter.com/nluls4cqIx
— Hellfest Productions (@hellfestopenair) 10 octobre 2018
Une communauté chouchoutée grâce au Hellfest Cult qui n’est autre qu’un fan club participatif payant. Pour 30€ par an, le membre du Cult pourra profiter d’avantages sur le festival comme assister aux concerts depuis la scène, visiter les coulisses ou avoir sa propre place de parking. Un pari osé mais payant puisque des milliers de membres on rejoint la communauté en quelques mois et on pu profiter du festival d’une nouvelle manière et ce d’une manière peu coûteuse pour le Hellfest.
Acteur dans la communication du Hellfest, le mythique jeu de rôle en ligne multijoueur World of Warcraft édité par Blizzard Entertainment. Pour l’édition 2018, Blizzard Entertainment a fait gagner des places VIP à certains festivaliers via l’application du festival. Le Hellfest en contre-partie a permis aux joueurs de visualiser la retransmission en direct de plusieurs concerts via le compte Twitter du jeu. Mais la communication ne s’arrête pas là. Au début de certains concerts, dont le sien, Kristian Nairn (Acteur de Hodor dans Game of Thrones mais aussi DJ et fan de WoW) a partagé sa vision du métal dans le MMORPG et a également pu rencontrer ses groupes favoris. Une vidéo en immersion totale dans les festival pour tous les joueurs et fans de métal.
Finalement sur place, le festival offre du merchandising à son effigie, un succès puisque les festivaliers sont prêts à attendre entre 1 et 3 heures pour acquérir le précieux artefact aux couleurs de l’Hellfest qui les comblera de bonheur.
De l’innovation
Un festival au sein d’un festival ? Vous l’aviez rêvé ? Hellfest et Slipknot l’ont fait ! Pour l’édition 2019, le Hellfest accueillera pour la toute première fois en son sein le Knotfest, festival organisé par le groupe emblématique Slipknot. Un festival dans un festival, est-ce qu’on peut parler de festception ?
Les portes de l’enfer n’attendent pas !
Le Hellfest a su tirer son épingle du jeu et représente maintenant la messe du métal en France grâce à une stratégie marketing savamment construite en adéquation avec l’univers du festival et les attentes des festivaliers. Le festival a su construire une relation de fidélité que ce soit avec ses festivaliers mais aussi ses partenaires. C’est grâce à l’expérience unique qu’il propose et aux partenaires qui justifient largement leur place au sein du festival que le Hellfest réussi chaque année à ressembler les amoureux du métal et des musiques extrêmes.
Alors, prêts à franchir les portes de l’enfer pour l’édition 2019 ?
Juliette M.
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