Bleane Campus Tour - from everyday life into the app.

Poster at a bus stop with a purple bus and tour dates of the Bleane Tour 2023 in various German cities.

Advertising poster at a bus stop for the Blende Tour 2023 with a purple bus and street signs for German cities.

Outdoor event with black and yellow tent, multiple flags with 'bleene' lettering and people interacting under cloudy skies when the sun is shining.

Project:

Service:

Channel:

Year:

bleane

Concept development incl. design and executionDesign & Umsetzung

Promotion, Event

2021

Project:

The Place

Leistung:

Entwicklung eines YouTube Formates

Channel:

Social Media Marketing, Campaign

Year:

2021

Executive Summary:

Objective

Activation and promotion on university campuses to acquire new users for the app

Solution

Pop-up tour with 15 stops in 12 cities within just under 3 weeks

Result

Record number of new registrations, successful deals with universities and partners, significant increase in brand awareness

Person wearing a black and white jacket with the words “Worldwide Bleane Club” written on his back talks to two other people outdoors in front of a blackboard that says “Bleane Pop-up Tour Score.”

Outdoor event with a black and yellow tent and banners, people gathered around a paved area under a partly cloudy sky.

Colorful tour poster with a smiling yellow smiley character on a purple airplane, tour dates in German cities and clouds on a black background.

Poster on a brick wall showing a cartoon character with heart eyes flying a purple and white airplane surrounded by clouds and dates for the 'BLEANE TOUR 2023' in yellow and lavender text.

Initial Situation & Challenge:

As the first all-in-one event platform, bleane bundles urban leisure and event life in a single app - from parties and concerts to sports activities and a personal calendar. The core target group consists primarily of students and young professionals aged 18 to 35 who are constantly looking for new experiences and spontaneous plans.

The challenge: standing out in a saturated app market, reaching the target audience exactly where they spend their time, and establishing bleane as a natural part of their everyday life.

Bleane Tour 2023 poster with illustrations of activities such as meeting friends, free drinks, game fans, hair, merchandise, darts, DJ and app download.

Colourful poster on a wall with information about the Bleane Tour 2023 and illustrations about activities such as free drinks, hairstyles, merchandise, beer pong, darts, DJ music and app download.

Black cushion with yellow inscription 'TO SLEEP IN CLASS' on a yellow outdoor chair.

Black cushion with yellow inscription 'TO SLEEP IN CLASS' on a yellow chair with struts.

Five women are standing in a half-open tent hall and talking, in front of them is a table with several red cups.

Three women in winter clothes under a tent, engaged in conversations, next to a yellow banner with a QR code and the slogan 'MORE with Bleane. '

Our Solution

Together with the bleane team, we developed a high-impact campus pop-up tour that reached 15 universities in 12 cities across Germany within three weeks - including hotspots such as Berlin, Hamburg, Cologne, Munich and Frankfurt.Gemeinsam mit dem bleane-Team entwickelten wir eine aufmerksamkeitsstarke Campus-Pop-up-Tour, die innerhalb von drei Wochen 15 Hochschulen in 12 Städten Deutschlands erreichte – darunter Hotspots wie Berlin, Hamburg, Köln, München und Frankfurt.

Our scope of work included:
• Planning & partner outreach: from tour logistics to university approvals and sponsor integration
• On-site program concept: experience-driven activations that embedded bleane into student life
• Social media formats: concepts designed for maximum reach on social platforms
• Design & production: promotion booth, assets and merchandise

The on-site program combined entertainment and incentives: giveaways (including Tomorrowland tickets), DJ sets, free haircuts, games, drinks, tattoos, beer pong, tooth gems, photo booths - and in selected cities, afterparties in collaboration with well-known clubs, where app users received exclusive benefits such as free drinks or guest list access.

Several black lighters, one shows yellow text with the inscription 'Steal this & I will block you on Bleane.'

Three people outside, one wearing a black jacket with an inscription and a graphic on her back, standing in front of a building in autumn.

Young man wearing a 'Bleane Tour 2023' hoodie on a paved path in front of a park stand with advertising tent, aerial dart board and banners in an autumn landscape.

Several black pepper spray cans, one with the yellow inscription 'STEAL THIS & I WILL BLOCK YOU ON BLEANE'

Black and yellow baseball accessories and clothing, including jackets, caps, bats, and water bottles, displayed on a black outdoor grid rack.

Outdoor Bleane event with inflatable dartboard, promotional flags, and people near a black tent on a grassy field.

Display of black and yellow baseball-themed merchandise including jackets, caps, bats, backpacks, and towels arranged on a wire grid.

Lots of black square cards with water droplets lying on top of each other, with a yellow laughing emoji with sunglasses and headphones, text: Friday Night with Bleane be like.

Lots of square stickers with the words “FRIDAY NIGHT WITH BLEANE BE LIKE” and a yellow emoji with sunglasses, all covered with drops of water.

Black college jacket with white sleeves and globe print, text 'WORLDWIDE BLEANE CLUB friends only'.

Results

The pop-up tour brought bleane directly into the center of the target group’s daily life. The combination of strong physical presence, experience-driven touchpoints and digital amplification resulted in:Die Pop-up-Tour brachte bleane direkt in den Lebensmittelpunkt der Zielgruppe. Die Kombination aus starker physischer Präsenz, erlebnisorientierten Touchpoints und digitaler Verlängerung sorgte für:

• A significant increase in app registrations during the tour
• New cooperations with universities and student organizations
• Sponsorship deals with strong partners
• Brand awareness reaching a new level within the relevant target group

The bleane Campus Tour 2023 demonstrates one key insight: if you truly want to understand and activate your audience, you have to go where they live - and offer not just a brand, but a real experience.

Bleane Campus Tour - from everyday life into the app.

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