Digital marketing platform Propeller incentivizes Red Rocks concertgoers to engage in activism – Denver Business Journal – The Business Journals

Lead Marketing & Automation Services > Blog > Uncategorized > Digital marketing platform Propeller incentivizes Red Rocks concertgoers to engage in activism – Denver Business Journal – The Business Journals

Concertgoers at Red Rocks Amphitheatre have the opportunity this summer and next to receive special incentives from musicians by getting involved with certain social causes or performing charitable acts.
The Nashville-based digital marketing platform Propeller is partnering with the venue for its 2022 and 2023 season. Propeller, an online community in which members earn points, collaborates with performers and promotors to incentivize social engagement. Members can win prizes, from meet-and-greets with musicians to signed posters, in exchange for signing petitions, donating money and volunteering with preselected organizations, among other actions.
Since its partnership with Red Rocks began in April, 45,540 people have participated, taking 132,607 actions and donating $93,482, Propeller said this week.
“It’s a dream for Propeller to have this level of integration with one of the most iconic venues in the world,” Propeller CEO and founder Brandon Deroche said in a statement. “We’re excited to get to engage Red Rocks’ audiences… making it easy for them to take action for causes they care about, while also getting to help promote so many events from artists we love.”
Deroche founded Propeller in 2015 after working at other organizations that used incentives to engage people with social causes. This week, he launched a campaign through Wefunder, a crowdfunding platform that startups use to raise investments. According to Wefunder, Propeller is valued at $10 million and has earned $3.8 million in revenue to date. Investors can buy equity in Propeller for a minimum of $250.
“We’re raising money like this because we only want to be beholden to the community and causes we serve, not venture capitalists or institutional investors,” Deroche said in a video on the Wefunder website.
As of Thursday afternoon, Propeller had raised $131,662 from 182 investors. On Wefunder, Propeller named its partnership with Red Rocks as one of the company’s highlights.
Every performer at Red Rocks in 2022 and 2023 will offer some sort of incentive, according to Propeller. KALEO, an Icelandic blues-rock band, was one of the first performances of the season. The band offered one winner free tickets to the show with lodging and roundtrip travel to and from Denver. The winner also received a signed Gibson guitar.
To enter, participants had to sign up with Propeller and volunteer with environmental groups, such as Sierra Club and the Natural Resources Defense Council. With every action they took, participants earned points that were exchanged for entries in the contest.
Earlier this year, the rock band Bleachers performed a private acoustic set for volunteers who packed hygiene kits for the Center on Colfax, an LGBTQ community center in Denver.
In July, Propeller picked 100 winners from a sold-out performance by The Black Keys and took them to a location in Denver for an afterparty with the band. The winners had taken action in support of Save the Music Foundation, a nonprofit that works to restore music education in public schools.
Upcoming prizes include a meet-and-greet with comedian Bert Kreischer in exchange for volunteering with environmental groups and a poster signed by indie rock musician Phoebe Bridgers, which can be won by donating to Planned Parenthood.
Propeller is also offering participants the chance to win tickets to a show of their choice in 2023 by signing petitions for Planned Parenthood and the Human Rights Campaign, donating to the nonprofit Healthier Colorado or taking other actions.
“The Red Rocks team is excited to partner with Propeller for the next two seasons, enabling our audiences to learn more about these important and impactful organizations,” Brian Kitts, director of marketing and communications for Red Rocks, said in a statement. “To be able [to] drive activism while helping us engage with new concertgoers and promote our events makes this a great and truly unique partnership.”
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