Outside The 9 is the official fan community of the globally renowned and GRAMMY Award-winning heavy metal band, Slipknot.
Our full-service scope of work centered around the revamp and relaunch of OT9 following a dormant period; effectively engaging, growing, and harnessing the power of the ravenous fan base to complement the Slipknot business.
The project was kicked off with the official release of “All Out Life”, a ferocious single dropped without warning on Halloween 2018 along with an entirely new online subscription offering.
Masscult worked with 5B Artist Management to create and oversee a programming schedule centered around exclusive content, giveaways, access to signed items, pre-sales, and direct access to the band leading up to and through the release of We Are Not Your Kind.
Masscult focused on increasing Outside The 9 brand awareness offline by dreaming up an on-site activation that hit the road during the 2019 Knotfest Roadshow Tour. We put our team on the road for all of Slipknot’s North American summer tour dates to build an OT9 branded pop-up area each night featuring exclusive merch kits, prize giveaways, and one-on-one interaction with fans to further educate them on the new OT9 offering.
We built a custom mobile-based registration system that integrated Facebook Messenger which allowed us to boost on-site Outside The 9 memberships by leveraging QR codes on signage placed strategically around the venue. This allowed us to easily onboard new members from multiple locations and immediately engage with them by offering nightly pit upgrades and other rewards directly through the Messenger app based on their subscription tier.
Our team also captured exclusive performance and behind-the-scenes content nightly giving the global OT9 base a special look at the tour.
The result of this direct engagement with fans was a 30% increase in paid memberships, data acquisition, and additional amazing content.
In addition to crafting the overall marketing, content, social and direct-to-consumer strategies, Masscult operates the day-to-day management of the official OT9 community website, the official OT9 Instagram account, and the OT9 exclusive store, including fulfillment and logistics.
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