Rockynats 04

Mastering Social Media For Multi-Day Events: Over 10 Million Impressions on Socials (700% increase)

Overview

Rockynats is an annual premier national car and bike festival held in Rockhampton, Queensland. For Rockynats 04, Rockhampton Regional Council engaged Live To Create to bring to life their social media and brand awareness. Live To Create produced consistent high-quality, engaging content throughout and after the three-day event, successfully boosting their online visibility and reach.

Year

2024

Services

Drone
Event Content Creation
Social Media Management
Rockynats 04 has set a new benchmark for our motorsport festival, both in terms of engagement and economic impact. Live To Create’s ability to capture the adrenaline, passion, and energy of the festival was phenomenal. The increased attendance and media reach speak for themselves.
Zac Garven
Tourism and Events Manager – Advance Rockhampton

Challenging the Legends of Motorsports

    In just their fourth year of hosting, Rockynats is relatively new on the Australian motorsports event calendar. Rockhampton Regional Council sought to build on the success of the previous year and cement their reputation as a must-attend Australian motorsport event alongside firmly established legends including Bathurst, Summernats and Formula 1.

Rockhampton Regional Council came to us with the following objectives:

  1. To provide a hero tourism experience to drive local and out-of-region visitation
  2. Increase direct tourism spending
  3. Provide premium branded content opportunities for the Rockhampton region
  4. With the long term goal of Rockynats to be known nationally and internationally as a must-attend car and bike festival.
Our Key Strategies

Content Creation

  • In total 35 epic videos were created, ranging from daily wrap videos to activity highlights, one-shot wonders, drone shots, sponsor centric videos and VNRs for state and national media.

 

  • Live event moments were captured through videography, social media clips, and dynamic photography showcasing all the action such as burnouts, drags, and festival highlights.

 

  • One hero video was created plus segmented ad cut-downs for social media use across platforms like Instagram and Facebook.

 

  • All content was shot, edited and posted on social media each day of the event before that day had wrapped up.

Social Media Engagement

  • Event content was created in real time and posted to Rockynat’s social media, including videos, reels, stories, and posts, ensuring consistent and relevant festival coverage.

 

  • Our team managed the Rockynats instagram account throughout the event, helping post the content.

Live Reporting

  • Coordinated closely with the event organisers; communicating on real-time festival audience metrics and social media results to track the campaign’s effectiveness throughout the week and make adjustments to drive on-the-ground attendance and post-event media coverage.

 

  • Newsreels were produced and delivered daily at 2pm to Dentsu PR to distribute to their list of media outlets.
Results
Total reach
129
Million people
During event weekend
187,000+
Unique accounts were reached (+661%)
Instagram
68,815
Engagement(+2159%)

Bronze Award at the Queensland Tourism Awards

The event went on to secure Bronze for the best major event in 2024 at the Queensland Tourism Awards!

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