Tickets Cloud launched a limited access fan-only ticket presale for Robbie Williams.

Julia Kosterova
Aug 24, 2017 · 4 min read

Last year Tickets Cloud development team added a new feature — limited access fan-only ticket presale with the use of unique presale codes. The feature was successfully tested during Robbie Williams European Tour ticket pre-sale.

We are excited to announce that we have launched a new feature: limited access fan-only ticket presale. This feature was launched in Russia for the first time ever. It enables event promoters to establish password protected access to the tickets for the artist’s most loyal fans to ensure they get the tickets they want. More specifically, event promoters get the following set of features:

  • set up a closed fan only presale period for the most loyal audience (fans receive unique presale codes that enable them to purchase tickets via the widget);
  • sell tickets to an event in a closed mode, requiring promo-codes and passwords to purchase the tickets (online face-control — only the most loyal audience or the people you choose to be admitted);
  • set up promo-code / password based ticket sales to the fan zone (limited access zone for the most loyal audience only).

Limited access sales feature enables promoters to add an extra layer of security and open access to the widget only to those who have entered a valid unique promo-code/password. In fact, closed /limited access sales feature is an order placement blocking that requires a promo-code to be opened.

This is how it works:

*Enter promo-code to purchase tickets to Robbie Williams’s show in Moscow before 23PM GMT 31.12.2016.

All successful event promoters strive to constantly improve their customer loyalty programs, sooner or later facing the necessity of limited access fan only ticket pre-sales for the most loyal audience. We have been receiving this feature requests quite a lot lately and now here it is, we have added it to Tickets Cloud feature set. It may sound a bit weird, but it was Robbie Williams who helped us complete the development of this feature.

At the beginning of November 2016 the start of Robbie Williams’s european tour The Heavy Entertainment Show Tour was announced. The tour was to include S.- Petersburg (7 September, 2017) and Moscow (10 September, 2017). We approached the promoters of the russian leg of the tour and suggested that they should give a try to our platform and use it to sell the tickets to the both shows. However, one of the artist’s requirements was a closed fan-only promocode-based ticket presale.

Fan-only ticket presale model is widely used by major artists worldwide to ensure the most loyal fans are taken care of and get a chance to buy the tickets they like. Fans receive unique passwords from the artist as a reward for this or that activity. This password can be used to access the presale and buy the best tickets at the best price. Usually pre-sale period lasts from several hours to several days. After it, when the general sale starts, tickets are often bought in bulk by ticket scalpers, blowing the prices too high, far out of reach for an average fan.

This is why Robbie Williams sent out to his fans 15 thousand unique passwords, providing access to the fan-only presale. On November 9th, closed fan-only ticket presale was launched worldwide, including S.-Petersburg and Moscow shows, which were handled by Tickets Cloud. The closed fan-only presale ran on a dedicated platform, lasted for only two hours and could be accessed only via the links provided by the artist’s team and tour promoter.

During the next two days the fans could also access the closed ticket presale on the artist’s website. Although initially Tickets Cloud was only supposed to handle sales of the Moscow show, we ended up handling the pre-sale of both shows. It means that during the previously mentioned 48 hours ticket presales to the two Robbie Williams’s shows in Russia were handled by our platform.

November, 11th widely advertised general sale started worldwide via various ticket sellers.

This is how at the beginning of November, not only Tickets Cloud launched a new service, but tested it on a large scale international project.

Originally published at blog.ticketscloud.org on December 21, 2016.

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