Case Studies

How SiriusXM Bridged the Digital and Physical Worlds to Engage Over 10,700 Music Fans Through Personalized Festival and Event Experiences

SiriusXM partnered with WILY and its agency partner to create an interactive, bilingual fan experience at major music festivals and events throughout the summer, connecting personalized music discovery with live entertainment and ongoing engagement.

Problem

SiriusXM wanted to create memorable brand experiences that introduced fans to relevant SiriusXM channels while capturing valuable first-party data and extending engagement beyond the festival grounds.

Solution

WILY leveraged SPRY to deliver an interactive trivia experience in English and French, matching participants with SiriusXM channels based on their mood and personality.

Participants received personalized channel cards that guided them through an immersive experience featuring live fortune readings and branded merchandise.

SPRY connected the digital and physical activations while capturing marketing consent, enabling SiriusXM to reconnect with fans through SMS and email after the events.

Results

10,729

Total Entries

48%

SMS Opt-In Rate (5,153)

44.2%

Email Opt-In Rate (4,737)

Building on Success

Following the success of the festival activations, SiriusXM adapted the experience for social media, launching a sweepstakes offering Ticketmaster tickets. Powered by SPRY, the campaign extended beyond live events, demonstrating how a successful activation could be repurposed to reach new audiences and create additional engagement opportunities.

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