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Fever, a London-based entertainment and entertainment event company, uses an online media that it uses as a megaphone marketing and data-gathering lens on its user community, has closed an investment to grow into new markets in Europe and North America – and gain more hipsters to its own brand "immersive thematic experiences."
The tour was co-directed by the European media group Atresmedia and the real estate company Labtech – because the parties need The startup founded in 2014 had raised $ 19.3 million before this round, according to Crunchbase, including 3 million dollars for its original Fever event discovery application in 2014.
The Fever Urban Events Discovery app utilizes a recommendation algorithm to deliver custom registration coverage activities such as as music festivals, theater, fashion, restaurants and pop-ups. But she nurtures and complements this activity through an online media network, called the Secret Media Network, plus a series of branded social media channels (Secret London, Secret NYC, etc.) – using this multiplatform media operation to gather information about his community. Urban users would like to do next for paid hipster fun.
In his major markets (London, New York, Paris, Madrid), he says that the reach of this network is over 12M unique users per week – allowing him to market the upcoming events for millions of dollars. Engaged individuals as well as Fever Originals events of his own brand, based on the knowledge that he extracted from his community.
Specifically, it uses anonymized behavioral data mining to algorithmically predict untapped demand for events that do not exist yet – and then serve them as a clean-brand event.
This community-driven event programming extends to test users' intent for different "immersive experience". "in different contexts and scenarios – a process that he likens to Netflix's approach of using analytics to understand audiences to develop and commercialize new content."
So what kind of events did this A / B testing-esque programming process culminate? 19659004] Fever gives an example of an Alice in Wonderland theme experiment in a bus Brooklyn's for-hire – saying that it was a "clear winner" during his user analysis, when he was trying out alternative options (like Aladdin and the Lion King), as well as other locations in the city ( in other parts of New York), and places (rooftop, double-decker bus, inside) .But his New York community clearly wanted Alice on a bus to Brooklyn.
L & # 39; immersive G & T Madhatter-themed experience has gathered more than 12,000 people on the waiting list before t the launch of the event online. "At $ 60 per person, it was sold for the month of June in just a few days since its release in early May, with only a sketch of what the place would look like, and a brief story describing the" Fever "experience told TechCrunch.
Another upcoming clean-up event – to be announced later this month – is considered the biggest breakout room in Europe. TechCrunch's Roman Dillet will surely interest him – or at least if the event is bound for Paris
Fever says he'll also be organizing a music and art festival at Madrid in September, called "Garden of las Delicias". Inspired by the Garden of Delights of the Land of Bosch – a painting of the late fifteenth or early sixteenth century that appears in the Museo de Prado in Madrid
the triptych masterpiece at the 39 oil describes a progression from heaven to hell. in the Garden of Eden, and ending with a very detailed and nightmarish illustration of hell involving animals torturing and feasting on human flesh.
The large central panel illustrates a vision of life between these two moral bookends. flesh, animals, plants and some fantastic creatures. Presumably it is there that the event on the theme of Fever has the intention to focus. At least, we hope …
By Galería Online, Museo del Prado., Public Domain, Link
The fever says that its data-driven, waiting list model allows it to mitigate the financial risk for the events that it program and its partners (such as brands of beverages).
He does not use a booking fee model for Fever Originals – his platform is free for users at no additional cost when they buy a ticket – rather than it operates what it is calls for a "marketing cost monetization strategy," which is described as significantly more lucrative than traditional booking fees.
"The organizers pay a commission fee based on Fever's ability to generate additional ticket sales and participation in their event or experience," he explains. "Fever uses his power of prescription for enthuse its users about experiences that they did not originally think of, and therefore offers a powerful marketing tool for organizers, in comparison with other traditional tools (panels advertising, television commercials, etc.). 19659002] "This is in contrast to a" ticketing fee ", which refers only to a fee charged for processing a ticket sale transaction since Fever / Secret Media creates a financial and advertising value important for event organizers, "marketing costs" are about 3 to 5 times higher than ticketing fees. "
He adds that his current cities are growing enough in the last 12 months, at a rate of 100% from one year to the next since the breakeven – which also occurred a year ago.
At the same time, continues to offer third-party events in its applications, saying that the business model with which it started has not changed but that its growing audience (and the data that it can extract) has allowed it to complete this by programming his own events.
Av ec events tested A / B as
Commenting on the series C in a statement, Javier Nuche, MD diversification at Atresmedia, said: " With this investment, we are consolidating our presence in the world. growing experience economy and digital marketing space. Fever's ability to mobilize a digital audience with its optimization technology has proven to be extremely valuable to advertisers and will create very significant commercial synergies with Atresmedia, with the aim of offering the best solutions in the market. communication to our customers. "
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