When ID&T and SFX brought TomorrowWorld to North America in 2013, the electronic music promoters took a seemingly enormous gamble by launching the megafestival in little know Chatahoochi Hills, Atlanta, GA. While hugely popular in its native Belgium, there was no telling whether its European success would translate into similarly large US crowds. Festival promoters SFX and ID&T wanted to find unique marketing strategies to create the splash needed to cement TomorrowWorld's US foothold in its inaugural year.
Wavo partnered with TomorrowWorld and Dim Mak Records to create the opportunity of a lifetime for one aspiring artist - play the opening set and christen the stage of TomorrowWorld's first ever US festival.
One winning DJ, selected out of hundreds of entrants, would be flown to Atlanta to open for the world's leading DJs. They would also have the opportunity to network backstage with major artists.
The campaign quickly became one of the largest DJ talent opportunities in history. It was publicized by over a dozen major electronic music publications, including Dancing Astronaut, PB&J, Earmilk, While Raver Rafting, Inthebooth, and Dj Tech Tools. 800 DJs entered the competition from all corners of the globe. Over 28,000 fans came to listen, comment, share, and vote on their favourite mixes, creating millions of impressions across social networks. Both artists and their fans were connected to TomorrowWorld's new Facebook page through out cross-platform fan-building tools. TomorrowWorld's Facebook page following increased by 10%, and Dim Mak Records' Facebook page increased by 30%. 2 Deep, the winners, were able to meet some of their biggest artistic influences, including Laidback Luke, Sandro Silva, Dillon Francis, Diplo, and Steve Aoki. Their profile has only grown since.