Amsterdam Dance Event
Digital Strategy
Analytics & CDP
UX/UI Design
Development
Amsterdam Dance Event (ADE), the world’s leading platform for electronic music, faced significant challenges as it sought to maintain and expand its influence in the rapidly evolving digital landscape since 2012.
Tasked with enhancing the experience for both their business-focused and general audiences, ADE needed to integrate a solid digital strategy that managed extensive content and improved system integrations and user conversions, while balancing the dynamics between its B2B and B2C segments.
We initiated ADE’s digital transformation by implementing advanced technological solutions like the 'My ADE account' for personalized program recommendations, alongside integrations with Facebook and Spotify. Next to that we created a environment for promotors to upload and manage their programming. An extensive narrowcasting module helped ADE get the right message across the entire city, all managed from a single source of truth.
The next phase focused on scalability and sustainability. We developed a modular content platform tailored to manage a vast array of artists, programs, and event content. The platform featured a conversational interface, modern navigation aids, and a centralized e-commerce environment. Given the nature of ADE, 150+ promotors sell tickets from different shops. By centralizing all these outlets into one single shop we effectively addressed the needs of ADE’s diverse audiences, resulting in the biggest editions in its existence.
With the onset of the COVID-19 pandemic, it became crucial to pivot strategies to ensure continuity and relevance. We developed an immersive live streaming experience for music fans and an extensive delegate environment for B2B visitors, effectively creating a "LinkedIn" for music professionals. This allowed for continued engagement and networking in the absence of physical events.
Currently we’re exploring and integrating artificial intelligence layers. Using its rich repository of user data to refine and enhance the experience. This strategic use of technology empowers ADE to tailor its offerings more precisely to attendee preferences, ensuring that each event is both engaging and highly relevant.
The application of AI not only optimizes operational efficiency but also positions ADE for continued leadership in the electronic music industry, driving innovation well into the next decade.
