Leading up to her tour announcement, Mitski created a Laylo drop to collect phone numbers and emails of fans hungry for news and updates.
Mitski offered multiple ways to sign up. Fans could send her a text, click the link in her story/bio or send her a DM with “Tour.” Each path automatically set fans up for early updates and funneled them into her drop list on Laylo.
A week later Mitski announced all of her 2024 tour dates. Everyone on her Laylo list received the presale code and instructions for the next day.
“Integrating Laylo has been an invaluable addition to the Mitski rollout and helped build a layer of fan connection that’s blown every expectation out of the water.”
- Jonathan Bergamo, Head of Digital Marketing + Community Engagement
By the time presale tickets went live, Mitski’s list had grown to hundreds of thousands. She used Laylo’s geo-location feature to send the presale link to fans living within 100 mile around each tour stop. Tickets went fast and Mitski’s click-thru-rate ranged from 45% to well over 100% with fans clicking the link multiple times to buy.
1,500+ RSVPs per stop on avg.
45%+ conversion rate on drop day
