Case study · REBiRTH Festival
REBiRTH used to manage their community on WhatsApp and spreadsheets. Fast forward to 2026, and they have turned their loyal fanbase into a performing marketing channel that completed 32,256 quests across two campaign cycles.
+
+111%
growth in active ambassadors
32,256
total completed quests
+315%
growth in ambassador content
The festival
REBiRTH Festival has opened the Dutch harder styles season since 2009, starting out with one stage and 1,500 visitors. Almost two decades on, it has grown into an international event that welcomes 50,000 fans to its festival grounds for three days across 18 stages.
As the event grew, so did their loyal fanbase. That left an opportunity waiting to be fully put to use.
The challenge
Like most other events in the industry, REBiRTH had loyal fans that promoted the festival. The arrangement was standard: post a few stories and they would receive a ticket. It ran on WhatsApp groups and a spreadsheet. REBiRTH saw big potential in this group, but the setup could not scale. Keeping track of who had posted and earned a reward took hours of manual work and could still be inaccurate. The bigger the group got, the bigger that job became.
Underneath that sat a second problem. Due to the rising manual hours of admin, posting stories was the only task on offer. Their most loyal fans were willing to do more, but every extra task they would ask meant another thing to chase and verify. So their most committed fans generated activity that could not be tracked, rewarded fairly or built on.
The approach
REBiRTH replaced WhatsApp groups and spreadsheets with one place for quests, submissions, points, rewards and communication.
Ambassadors complete quests and submit proof in their app. Each contribution earns points towards tickets, drink vouchers, merchandise and experiences.
Through Paylogic, every ambassador gets a personal ticket link with a voucher code. Fans see their own sales; the team sees who generated each ticket. With tracking handled, the focus shifted from counting activity to growing the community.
Inside the app
Quests, points and rewards give fans a reason to keep contributing.
01
Ambassadors find ticket sales, content and community tasks in one place.
02
Contributions earn points, with progress towards the next reward visible in the app.
03
Points become tickets, merchandise and experiences that bring fans closer to the event.
In the words of REBiRTH
“REBiRTH Festival 2025 significantly enhanced our online engagement with the target audience”
Casey ‘t Hoog
Marketing & Communication Manager
Strategy and results
REBiRTH built the community from its own audience. Across two campaign cycles, they also widened what ambassadors were asked to do.
+111%
growth in active ambassadors
No cold outreach. The founding group came from REBiRTH's promoter group, social following and repeat ticket buyers. Three quarters of registrations converted into active ambassadors, and that rate held as intake grew: 72% in cycle one, 75% in cycle two.
+315%
growth in ambassador content
Before the programme, no ambassador was asked for content due to the extensive hours of admin it would bring. Once submitting became a quest, ambassador-submitted user-generated content (UGC) grew 315% between cycles. A steady supply of festival content from people who already love the event, with no production budget behind it.
32,256
total quests completed
With tracking handled automatically, the hours spent checking who had posted went back into the programme. REBiRTH ran Q&As, organised meetups and took ambassadors backstage, building a group with something to belong to rather than a list of tasks. That investment is what the 32,256 completed quests across two cycles actually measure. The more REBiRTH put into the community, the more the ambassadors gave back.
Once submitting content became part of the ask, ambassadors started producing it themselves. Every clip here was made and submitted by a REBiRTH ambassador.
The takeaway
Most events already have fans who promote them. What REBiRTH needed was a way to recognise each contribution, reward it fairly and build on it.
With the tracking handled, the team put its time into Q&As, meetups and backstage experiences. Two thirds of first-cycle ambassadors returned for a second season, and output per ambassador grew from 22 to 38 quests.
Most events already have the loyal fanbase. What they lack is a way to grow it into a community.
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