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How Summerfest Builds Fan Engagement with Mobile

A Conversation with Milwaukee World Festival

Earlier this week, WMT Digital hung out with Tony Wolosz and Anne Hackbarth from Milwaukee World Festival. Most people know it as Summerfest, one of the most iconic and eclectic festivals in North America. WMT’s Mell Leis led the conversation, and the group dove into how Summerfest uses its mobile app to level up the fan experience, boost engagement, and drive real value for sponsors across its three weekend run.

From early download tactics to on site magic, Tony and Anne walked us through what has turned their app into one of the strongest digital tools in the festival world. Here are the highlights and takeaways any festival can learn from.

1. Early App Adoption Starts Long Before Gates Open

One of Summerfest’s biggest superpowers is how early they start building momentum.

Email is still their MVP channel. When the app launches, they send a dedicated announcement to their audience, then keep a banner in every festival email leading up to opening day. While many organizations have drifted away from email, Summerfest continues to see impressive results.

They layer on paid and organic social too. That includes targeting ticket buyers, posting screen recordings of the app, and getting extra visibility from partners and even the city’s visitor bureau.

The biggest early driver is a clear incentive. Thanks to Pepsi, the app contains 15,000 free general admission tickets that fans can only claim through the app. The mix of utility and reward sets the tone that the app is something you absolutely need for the Summerfest experience. While many festivals won't have the ability to give away such a large number of tickets, establishing clear, creative incentives can help drive app downloads.

2. Onsite Engagement Is All About Convenience and Relevance

Once fans arrive, the mission shifts to pulling them back into the app throughout their day.

Push notifications are used carefully but with intention. They highlight big moments like headliner updates or the start of Miller Happy Hour.

And almost every part of the app is built around convenience:

  • Custom schedules and reminders
  • Daily and grid view lineups
  • A food and beverage finder with dietary filters
  • A ticket wallet for GA, parking, and upgrades
  • Interactive maps across 75 acres

Tony shared one rule that guides everything. Never stop reminding fans you have an app. From gate announcements to stage screen QR codes, the reminders are constant and effective.

3. Engagement Campaigns That Actually Move People

Summerfest treats engagement like part of the festival culture, not something bolted on as marketing.

Some of their most impactful ideas include:

  • Daily scavenger hunts with prizes like pit wristbands
  • Local partner giveaways with record stores and small businesses
  • The Lineup Lounge, a citywide teaser activation with themed menu items
  • Surprise and delight upgrades captured in real time by their social team

Anne summed it up perfectly. Festival fans want access, exclusivity, and fun moments they will talk about for years. These activations deliver exactly that.

4. Sponsorship and Mobile Strategy Go Hand in Hand

Sponsors at Summerfest are not just brands on a banner. They are woven into the digital experience.

The app helps Summerfest attract and retain partners through:

  • Stage sponsorship visibility via schedule clicks
  • Map placements that show real engagement numbers
  • Push notifications for premium sponsors
  • In app wayfinding for charging stations from partners like T Mobile and U.S. Cellular
  • Digital signage with QR codes that promote both ticket sales and app downloads

As Tony said, it all feeds into a single ecosystem. When it works well, fans benefit, sponsors benefit, and the festival benefits.

5. Advice for Festivals Just Starting with Mobile Apps

For events still building out their digital foundation, Tony and Anne offered simple and clear guidance.

Start small.
Launch with the basics like schedules, maps, and FAQs. Add the fun stuff later.

Look at similar events.
Tony even keeps a folder of other festival and theme park apps to see what works.

Let your brand lead.
Do not chase every shiny new technology. Build features that fit your identity and your fans.

Experiment confidently.
Some ideas will land, some will not. The key is learning quickly and adjusting.

Listen to your fans.
Reviews, surveys, and internal debriefs shape their roadmap every year.

6. How the App Has Evolved Over Time

The app originally launched as a simple way to help fans plan their day. Over time, it has grown into a full digital companion that:

  • Helps fans explore food, art, and amenities
  • Surfaces trending artists through a What’s Hot feature
  • Powers scavenger hunts and giveaways
  • Extends to Summerfest Tech, their annual innovation conference
  • Sets the foundation for year round engagement in the future

The long term goal is to keep the festival and its community connected throughout the year, not just during those three weekends.

Final Thoughts

Summerfest’s approach reinforces something we see across WMT Digital. Great fan experiences start with understanding your audience deeply. The right digital tools amplify those moments and extend them.

Whether you are a brand new two day festival or a legacy event like Summerfest, the lessons from Tony and Anne offer a clear roadmap:

  • Put fans at the center
  • Blend convenience with memorable moments
  • Use mobile to increase sponsor value
  • Test ideas boldly
  • Keep evolving every year

We are grateful to Summerfest for sharing their thinking and for being a long time partner in shaping the future of live event engagement.

If you want to explore how WMT Digital and Aloompa can support your festival’s mobile experience, we would love to chat.