With CM.com, GLÜCKSGEFÜHLE Festival builds a modern, scalable, data-driven fan experience. One powerful platform for marketing, service, and data enables faster support, more personalized communication, and a community that stays connected all year long.
GLÜCKSGEFÜHLE Festival is Germany’s fastest-growing festival - only three editions in and already uniting 250,000 people at the iconic Hockenheimring. With headliners like the Backstreet Boys, David Guetta, Timmy Trumpet, Ayliva, and Apache 207, it speaks directly to a new generation of fans through music, lifestyle content, sports, and pure feel-good energy.
Behind the excitement is a clear strategy: build a modern, scalable, data-driven festival from day one. The goal isn’t just to host an event, but to create a long-term movement - a community centered around happiness and Glücksgefühle.
"From the very beginning, the festival was designed to be a festival project with a future - not just a festival, but a movement. Our goal was to build a true GLÜCKSGEFÜHLE Family, one that feels connected from the very first moment." - Ole Wilhelm, Head of Marketing, GLÜCKSGEFÜHLE Festival
Launching a new festival without a fanbase, data, or infrastructure is a bold move - and GLÜCKSGEFÜHLE Festival embraced it. They needed to reach the right audience fast, build early loyalty, and create a personal experience from day one.
Behind-the-scenes structure was essential, so data became part of the foundation from the start.
The first edition also exposed a major challenge: customer support. Messages poured in across Instagram, WhatsApp, Facebook, and email with no system to manage or scale it. The team needed a partner to unify everything and bring stability, clarity, and smart technology.
GLÜCKSGEFÜHLE Festival dares to invest in a data-driven approach from day one. As a result, they not only grow faster each year - they also move closer to their community, creating experiences that genuinely reflect what fans want.” - Martijn Wardenaar, CM.com
GLÜCKSGEFÜHLE Festival adopted the CM.com Event App in its first year - and its potential was clear. It quickly became the foundation for personalization, segmentation, and long-term community building.
The collaboration grew fast. One tool evolved into a fully connected ecosystem uniting marketing, service, and data. CM.com moved from supplier to strategic partner, helping build the festival’s digital core.
“Choosing CM.com was no coincidence for us - we needed a partner who could combine data, communication, support, and our app in a smart, scalable system. For us, it’s a huge advantage to manage everything from a single source and have it all clearly integrated in one setup.” - Ole Wilhelm, Head of Marketing, GLÜCKSGEFÜHLE Festival
The festival uses the Event App for engagement, the Marketing Cloud for event marketing, and the Service Cloud for fan support - all enhanced by their AI Agent (HALO) and connected through the Customer Data Platform (CDP).
All ticketing, app activity, communication, preferences, and support data flow into the CDP, creating complete fan profiles. This allows GLÜCKSGEFÜHLE Festival to speak to fans with the right message at the right moment.
WhatsApp campaigns achieve far higher open rates than email, the app becomes the central hub during the festival, and the AI Agent makes support faster and scalable.
“When people are reached through WhatsApp, app push notifications, or personalized campaigns, it doesn’t feel like marketing - it feels like an invitation to the family. And that’s the family we want to build. Every year, it should feel like coming home - The GLÜCK is coming home.” - Ole Wilhelm, Head of Marketing, GLÜCKSGEFÜHLE Festival
Innovation is core to the festival’s identity - especially in how it connects with fans. One of its most successful activations began on Instagram: fans swiped up, entered their details on a branded page, and were pulled into a WhatsApp flow where they received a personalized voice note.
A small moment created big impact - genuine, surprising, and perfectly on-brand. It delivered high engagement, valuable insights, and a stronger emotional connection.
The festival also sends exclusive WhatsApp video messages to superfans - personal, unexpected touches that deepen loyalty.
Another key innovation is the AI Agent - a fully AI-powered assistant acting as the team’s digital sidekick. Available 24/7 in the app and on the website, it answers first-line questions within seconds, from tickets to directions to camping rules.
When a question needs human support, the AI Agent hands it off seamlessly to the team through Mobile Service Cloud, where all messages are centralized. This keeps support fast, smooth, and reliable - even during peak moments and lets the team focus on complex requests.
The Customer Data Platform completely changed the way the festival understands its audience. For the first time, the team has a full, trustworthy view of every kind of visitor – VIPs, campers, first-timers, and loyal returning fans. These insights lead to better event marketing, smarter segmentation, and an experience that feels personal and consistent from start to finish. “The CDP turns a festival into a personalized journey. The better we understand our fans, the more intense their experience becomes - from the first piece of information to the last song.” - Ole Wilhelm, Head of Marketing, GLÜCKSGEFÜHLE Festival
The team isn’t just building a festival weekend — it’s building a year-round community. Fans stay connected on WhatsApp, email, social media, and the app long after the event is over.
“Our vision was never just a festival weekend - we wanted to create a GLÜCKSGEFÜHLE Family that stays connected all year round. Thanks to our digital infrastructure, we can maintain this closeness constantly - personal, direct, and tangible every single day.”
- Ole Wilhelm.
The festival continues to grow at an impressive pace. Each edition welcomes a larger and more engaged crowd, and GLÜCKSGEFÜHLE Festival is quickly becoming one of Germany’s most beloved events. Since partnering with CM.com, the team has gained full control over their data, a stronger support structure, and communication flows that feel natural and personal.
What’s next?
· More personalization.
· More intelligent fan journeys.
· More ways to connect fans - online and onsite.
“We never stop striving to understand our fans better. The next steps are clear: even more personalization, smarter fan journeys, and new ways to connect our community both online and onsite.” - Ole Wilhelm.
CM.com will continue to support the festival as a long-term innovation partner, helping drive the festival’s digital vision forward. “It really feels like a shared project - GLÜCKSGEFÜHLE Festival wants to innovate, and we help make that ambition happen.”- Martijn Wardenaar, CM.com
Together, this partnership is creating more than an event. They’re building a connected fan movement - bold, modern, and ready for the future. And it’s only just beginning.
“With CM.com, we have a partner who shares our vision. Together, we drive innovation forward, expand our digital infrastructure, and ensure that the GLÜCKSGEFÜHLE Festival remains a unique experience for every fan.” - Ole Wilhelm, Head of Marketing, GLÜCKSGEFÜHLE Festival
Want to know how you can use the CM.com tooling for your event? Our dedicated team is ready to get in touch with you and discuss the possibilities.
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