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Aug 16, 2023
4 minutes read & Appmiral Strengthen Their Partnership With Pukkelpop to Support Them in Their Next Phase of Digital Transformation.

This weekend, the 36th edition of Pukkelpop will take place, during which and Appmiral will expand their partnership with this leading European festival. As a result, Pukkelpop will be better equipped to reach younger generations through innovative communication methods. Appmiral has already been facilitating the festival app for the past 10 years. This year, the partnership will primarily be extended with customer service tooling, while in upcoming editions, the marketing tooling will also be fully utilized. This marks a promising step forward in targeted and innovative festival communication.

Esmee Spaan
Esmee Spaan,
Product Marketer Ticketing

Enhanced Partnership, New Achievements

With a reputation for innovation, Pukkelpop has been a pioneer in its field. It offers visitors an experience with groundbreaking stage designs and state-of-the-art production, both offline and online. "However, the landscape is constantly changing, as well as the behavior and expectations of the audience," says Marketing & Media Manager Frederik Luyten. "That's why we are eager to take the next step and want to implement new, innovative communication methods. From our positive experiences with Appmiral, the opportunity arose to expand into the broader operations within We are looking forward to writing a beautiful story together with them!"

Engaging Visitors Through New Channels

Up until now, Pukkelpop has relied mainly on email and social media channels to communicate with its audience. The enhanced partnership with means that the festival can now more easily explore new forms of communication. And so, with the power of WhatsApp and Instagram Messenger, the festival is all set to captivate and connect with its younger audience like never before.

Personalized Experience & Rewarding Loyal Visitors

Pukkelpop understands that each visitor is unique and expects a different mobile experience. That is why they use marketing automation software to create a tailored experience that aligns with the specific interests and needs of visitors throughout the year. Additionally, they aim to identify loyal visitors and reward them with unique deals or exclusive content. Rewarding loyal visitors not only ensures their continued attendance for years to come but also increases the likelihood of them speaking positively about the festival to friends and on social media, becoming ambassadors for the festival.

Turning Loyal Customers Into Ambassadors

Access to such information won’t only enable Pukkelpop to send relevant and personalized communication, but it will also be used to identify loyal visitors based on their engagement level. Pukkelpop can then reward repeat visitors with unique deals or exclusive content, fostering their loyalty. Doing so is essential: rewarding devoted customers - not only retaining them for years ahead but ensuring they’ll stay loyal, spreading the word to their friends and social media, and essentially being brand ambassadors.

Leveling up the Customer Service Game

Pukkelpop's customer service team receives numerous inquiries from eventgoers year-round, despite the festival taking place over just one weekend every year. To enhance their efficiency and effectiveness, they sought a solution. By adopting's Customer Service tooling, visitors can now ask their questions via their preferred communication channel, with all inquiries collected in one inbox for the Customer Service team. This enables immediate replies and visibility of previous conversations without needing to switch between multiple channels. With younger audiences demanding faster responses, this tool is crucial for Pukkelpop to meet visitor expectations.

Continuous Innovation With Appmiral

With this partnership, Pukkelpop has chosen to bring together almost its entire digital infrastructure in one place. The long-standing collaboration with Appmiral has also played a role in this, as they have been the festival app provider for Pukkelpop for over 10 years. This was originally established to provide visitors with easy access to all the information surrounding the diverse festival, such as the lineup schedule, news feed, and interactive map. During this partnership, the two parties have explored innovative possibilities multiple times and even won a Festival of the Future award for their interactive festival map with Augmented Reality.

Through the extensive collaboration between and Appmiral, Pukkelpop can manage the visitor's mobile experience from start to finish and create engagement throughout the year. This enhanced collaboration will continue to evolve, with the festival constantly exploring new and exciting technologies. Stay tuned for more information!


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Esmee Spaan
Esmee Spaan,
Product Marketer Ticketing

Focuses on understanding the needs and behavior of target groups and trends within the market to ensure that our story and solutions are optimally aligned.

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