Austin City Limits Generates Buzz

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Written by: Kellie Jo Apodaca

Zilker Park was swarming with enthusiastic festival goers proudly carrying their various quirky and creative place-marking flags the past two weekends. After quickly selling out tickets in 2012, Austin City Limits Music Festival expanded to two weekends this year, the first one kicking off on Friday, Oct. 4.

Before the festival, ticket holders were required to register their wristbands online and were given the option to link their Facebook accounts to their wristbands. Check-in stations were located throughout the park where people could automatically update their location on Facebook and be entered into contests by scanning their wristband.

Instagram was utilized through the official account, @aclfestival, which has 26K and counting followers. Followers got a glimpse of the ACL experience through updates about performances, audience members, the food court, and various other happenings around the festival. Staying true to the nature of Austin, the account even encouraged people to ride their bikes to the festival. The Instagram account used a consistent hashtag, #aclfest, which generated 60,000+ posts by the end of the weekend.

Samsung Galaxy, one of the biggest sponsors this year, created what they named the “Samsung Galaxy Experience”. The brand set up a tent where VIP ticketholders could take a break from the festival and enjoy an open bar and design henna tattoos on Samsung devices. Waterloo Records, a partner with ACL for several years, hosted an autograph tent where fans had the chance to meet over forty bands and shop for records by festival artists.

However, weekend two took a hit with the flash flooding. Cancelling all concerts on Sunday, the festival generated a lot of buzz, though not all of it was positive. Luckily, with the help of the ACL communications team, the overall sentiment seemed to be understanding.

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