Brit Fest
Tourism & Hospitality
2025
WhatsApp and Chatbot Automation
Live from Cheshire, Brit Fest is a multi award winning UK music festival celebrating iconic artists, community, and the best of British summer moments.
With a growing audience and strong community of fans, the festival team wanted to strengthen their connection with festival-goers long before the gates opened. Engaging fans, providing instant information, and building momentum towards ticket sales and upgrades.
Brit Fest approached us for help creating a more direct and reliable way to communicate with their audience.
Traditional social media channels were becoming increasingly unpredictable due to algorithm changes, while pre-event support enquiries were creating a heavy manual workload for the team.
The goals were to –
Build a direct, “owned” communication channel with fans;
Reduce the volume of repetitive support queries before the event;
Create a highly engaged community that could drive early ticket sales and VIP upgrades.
A key challenge for Brit Fest was the growing volume of repetitive pre-event enquiries. Questions about set times, parking, travel and weather were flooding email inboxes and social channels, creating a significant manual workload for the festival team.
Always-on customer service
To solve this, we implemented a 24/7 AI-powered chatbot that provides instant answers to common questions. Fans can now get immediate support whenever they need it, without waiting for a manual response.
This always-on support system dramatically reduces pressure on the Brit Fest team while ensuring festival-goers receive fast, reliable information in the lead-up to the event.
Cross-channel comms
The chatbot infrastructure was also designed as a seamless omni-channel solution. While WhatsApp serves as the primary engagement channel, the same AI-powered architecture supports automated conversations across Instagram and Facebook Messenger, ensuring fans can interact with the festival wherever they are most active online.
Alongside support automation, we built a chatbot-powered engagement strategy centred around WhatsApp to create a direct connection between the festival and its fans.
Rather than relying solely on traditional social platforms, this approach allows Brit Fest to build a direct “owned” audience and bypass the unpredictability of social media algorithms.
With open rates as high as 98%, WhatsApp provides a highly effective channel for delivering updates, announcements and interactive content.
To keep fans engaged throughout the long build-up to the summer festival, we created an ongoing calendar of gamified campaigns. Instead of a one-off activation, the strategy focuses on continuous engagement.
Seasonal campaigns including Christmas, Blue Monday and Valentine’s Day promotions were launched alongside a popular 80s and 90s music quiz that taps directly into the festival’s nostalgic theme.
These interactive experiences encourage fans to regularly engage with the brand, strengthening the community around Brit Fest while building momentum towards ticket sales and VIP upgrades.