PND leaked his number on social media and posted it around SXSW to get fans to opt-in via text or call.

Fan Voicemails & Texts

☎️ PARTYNEXTDOOR enabled Laylo’s custom voicemail system which allowed fans to call his phone number and leave a voicemail.

🎤 When fans called him they also received  prompt to let Party know where he should go on his next tour. They left voicemails showing him love and asking for new music. Fans could also text the number to engage with the prompts and leave a response.

☎️ Party shared voicemails and texts from lucky fans on his IG story. This inspired even more of his IG followers to text and call him, leading to more data capture.

PARTYNEXTDOOR 4

📀 Leading up to the album drop, Party gave his Laylo fans early access to snippets and several singles from P.

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📀 He also invited them to pre order merch and pre ordering vinyl and different packages. When the album dropped he notified these fans first so that they could run the streams up.

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Tour Drop

📀 The following week, Party announced a nationwide tour.

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🎟️ He embedded Laylo’s Multidrop feature directly onto his website and shared it via socials so pre-existing and new fans could RSVP for their city to get first access to tickets.

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💰 When the presale launched automatic messages went out to all the RSVP’d fans with the presale codes. Several shows sold out within 24 hours due to the traction from all of the fans who had opted in for SMS.

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Giveaway

❗️PARTYNEXTDOOR kept his foot on the gas and immediately ran a social media giveaway where fans could win VIP upgrades and meet and greet packages by texting him an image of their ticket purchase.

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💡 He personally sent an audio message to fans with instructions for the giveaway.

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Results

💡 PARTYNEXTDOOR grew his Laylo list by more than 5x by creatively including Laylo into every phase of his album rollout and tour announcement. This drove a tremendous amount of engagement, streams, and ticket purchases throughout the campaign.