OBJECTIVE

To convert a passionate fanbase spread across various digital platforms into one positive, revenue-driving mobile community.

STORY

“The reason we wanted to do a mobile app with Luke is because with the evolution of social media today we knew there was a market for it. We also know that on regular social media platforms you have lovers and you have haters and we really just wanted a kind community that all had a love for the same thing.” 

The goal was to bring true Luke Bryan fans closer together with each other and the idol they love in a new and modern way, building on the traditional fan club / website model.

Luke launched his community app in July 2015, on the eve of the release of his album “Kick The Dust Up” and the stadium tour that followed soon after. Quickly becoming a destination for avid Luke Bryan fans, the app allowed fans to receive frequent updates from the star and a window into his journey on tour. Luke’s management team at KP Entertainment also wanted to give fans an insight into the life of Luke’s entourage and crew so came up with an idea of the LBO Wall – a additional feed of content from Luke’s team. As well as getting high quality and consistent content from Luke and his team, the community grew organically as fans embraced the opportunity to create and post content themselves, connecting with each other via direct or group messaging and eventually in person.

As for Luke himself, he uses his mobile community for inspiration and learning what his fans are thinking which guides some of his creative decisions such as tour set lists etc. Luke uses live streams to share some of his personal moments to his fan community, rather than broadcasting it to an open audience on Facebook and Twitter. Luke’s team now uses those channels just for wider announcements and broad updates.

NEW REVENUES

The community is run on a Subscription model where exclusive content is only available for premium members. This easily covers the costs of running the community, and has driven incremental revenues for Luke. On top of the recurring revenue of the subscription, the community are highly responsive to other commercial propositions such as exclusive limited edition merchandise items, tour posters and mobile phone accessories.

Here is what Dustin Eichten at KP Entertainment had to say about the community on its first anniversary:

“It’s been an incredible first year in the Luke Bryan app. In our Best of Year One video, you can see how much fun Luke has had sharing his world in a more intimate way with his fans. Our partnership with Disciple has been beyond gratifying, and we honestly can’t wait to take it further in year two”.