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Customer Story

With Appmiral and CM.com, GLÜCKSGEFÜHLE Festival builds a modern, scalable, data-driven fan experience. One powerful platform for marketing, service, and data enables faster support, more personalized communication, and a community that stays connected all year long.

With Appmiral and CM.com, GLÜCKSGEFÜHLE Festival builds a modern, scalable, data-driven fan experience. One powerful platform for marketing, service, and data enables faster support, more personalized communication, and a community that stays connected all year long.

More Than a Festival - A Movement

GLÜCKSGEFÜHLE Festival has grown quickly in its first three editions, bringing together around 250,000 people at the iconic Hockenheimring. With artists such as the Backstreet Boys, David Guetta, Timmy Trumpet, Ayliva, and Apache 207, the festival aims to connect with a new generation of fans through music, lifestyle content, sports, and a shared feel-good atmosphere.

Behind the excitement is an effort to build a modern, scalable, and data-informed festival from the start. The ambition is not only to host an event each year, but gradually grow a long-term community centered around happiness and the spirit of Glücksgefühle.

"From the very beginning, the festival was designed to be a festival project with a future, not just a festival, but a movement. Our goal was to build a true GLÜCKSGEFÜHLE Family, one that feels connected from the very first moment." - Ole Wilhelm, Head of Marketing, GLÜCKSGEFÜHLE Festival

From lineups to live updates, our apps connect you with your audience every step of the way. All happening from one seamless platform.

Built for the Future

Launching a new festival without an existing fanbase, data, or infrastructure is always a challenge, and GLÜCKSGEFÜHLE Festival was no exception. The team needed to reach the right audience quickly, build early loyalty, and create a personal experience from the very beginning. To support this, putting the right structure behind the scenes was important, with data forming part of the foundation from the start. After the first edition, another key challenge became clear: customer support. Messages started coming in across Instagram, WhatsApp, Facebook, and email, but there was no central system to manage or scale communication effectively. The team realized they needed a partner to help bring everything together and introduce more stability, clarity, and smart technology to support their growth.

CMS edit video

Built for the Future

Launching a new festival without an existing fanbase, data, or infrastructure is always a challenge, and GLÜCKSGEFÜHLE Festival was no exception. The team needed to reach the right audience quickly, build early loyalty, and create a personal experience from the very beginning. To support this, putting the right structure behind the scenes was important, with data forming part of the foundation from the start. After the first edition, another key challenge became clear: customer support. Messages started coming in across Instagram, WhatsApp, Facebook, and email, but there was no central system to manage or scale communication effectively. The team realized they needed a partner to help bring everything together and introduce more stability, clarity, and smart technology to support their growth.

CMS edit video

Built for the Future

Launching a new festival without an existing fanbase, data, or infrastructure is always a challenge, and GLÜCKSGEFÜHLE Festival was no exception. The team needed to reach the right audience quickly, build early loyalty, and create a personal experience from the very beginning. To support this, putting the right structure behind the scenes was important, with data forming part of the foundation from the start. After the first edition, another key challenge became clear: customer support. Messages started coming in across Instagram, WhatsApp, Facebook, and email, but there was no central system to manage or scale communication effectively. The team realized they needed a partner to help bring everything together and introduce more stability, clarity, and smart technology to support their growth.

CMS edit video

GLÜCKSGEFÜHLE Festival dares to invest in a data-driven approach from day one. As a result, they not only grow faster each year - they also move closer to their community, creating experiences that genuinely reflect what fans want.” - Martijn Wardenaar, CM.com

From One App to a Full Partnership

GLÜCKSGEFÜHLE Festival adopted the Event App in its first year, and its potential was clear. It quickly became the foundation for personalisation, segmentation, and long-term community building.

The collaboration grew fast. One tool evolved into a fully connected ecosystem uniting marketing, service, and data. Appmiral and CM.com moved from supplier to strategic partner, helping build the festival’s digital core.

GLÜCKSGEFÜHLE Festival adopted the Event App in its first year, and its potential was clear. It quickly became the foundation for personalisation, segmentation, and long-term community building.

The collaboration grew fast. One tool evolved into a fully connected ecosystem uniting marketing, service, and data. Appmiral and CM.com moved from supplier to strategic partner, helping build the festival’s digital core.

GLÜCKSGEFÜHLE Festival adopted the Event App in its first year, and its potential was clear. It quickly became the foundation for personalisation, segmentation, and long-term community building.

The collaboration grew fast. One tool evolved into a fully connected ecosystem uniting marketing, service, and data. Appmiral and CM.com moved from supplier to strategic partner, helping build the festival’s digital core.

“Choosing CM.com was no coincidence for us - we needed a partner who could combine data, communication, support, and our app in a smart, scalable system. For us, it’s a huge advantage to manage everything from a single source and have it all clearly integrated in one setup.” - Ole Wilhelm, Head of Marketing, GLÜCKSGEFÜHLE Festival

The Digital Heartbeat of the Festival

The festival uses the Event App to engage fans, the Marketing Cloud for event marketing, and the Service Cloud to support fan communication. These systems are supported by their AI agent, HALO, and connected through the Customer Data Platform (CDP).

Ticketing data, app activity, communications, preferences, and support interactions all flow into the CDP, helping build more complete fan profiles. This gives the GLÜCKSGEFÜHLE team a better understanding of their audience and helps them share more relevant messages at the right moments.

WhatsApp campaigns tend to see higher open rates than email, the app serves as a central hub during the festival, and the AI agent helps the team respond to fan questions more efficiently while making support easier to scale.

Innovation as a Mindset: WhatsApp engagement

Innovation is an important part of the festival’s approach, particularly in how it connects with fans. One activation that worked especially well started on Instagram: fans swiped up, entered their details on a branded page, and were then guided into a WhatsApp flow where they received a personalized voice note. It was a small but memorable interaction—genuine, a bit unexpected, and aligned with the festival’s tone. The campaign generated strong engagement, provided useful insights, and helped create a more personal connection with fans. The team also experiments with sending exclusive WhatsApp video messages to dedicated fans, adding small personal touches that help strengthen loyalty over time.

CMS edit video

Innovation as a Mindset: WhatsApp engagement

Innovation is an important part of the festival’s approach, particularly in how it connects with fans. One activation that worked especially well started on Instagram: fans swiped up, entered their details on a branded page, and were then guided into a WhatsApp flow where they received a personalized voice note. It was a small but memorable interaction—genuine, a bit unexpected, and aligned with the festival’s tone. The campaign generated strong engagement, provided useful insights, and helped create a more personal connection with fans. The team also experiments with sending exclusive WhatsApp video messages to dedicated fans, adding small personal touches that help strengthen loyalty over time.

CMS edit video

Innovation as a Mindset: WhatsApp engagement

Innovation is an important part of the festival’s approach, particularly in how it connects with fans. One activation that worked especially well started on Instagram: fans swiped up, entered their details on a branded page, and were then guided into a WhatsApp flow where they received a personalized voice note. It was a small but memorable interaction—genuine, a bit unexpected, and aligned with the festival’s tone. The campaign generated strong engagement, provided useful insights, and helped create a more personal connection with fans. The team also experiments with sending exclusive WhatsApp video messages to dedicated fans, adding small personal touches that help strengthen loyalty over time.

CMS edit video

AI Agent: The Digital Sidekick Every Festival Team Wants

Another innovation is the AI Agent, designed to support the team as a digital assistant. Available 24/7 in the app and on the website, it helps answer common questions within seconds, from tickets and directions to camping rules. If a request requires human support, the AI Agent can pass the conversation on to the team through Mobile Service Cloud, where all messages are managed in one place. This helps keep support fast and organized during busy moments, while allowing the team to focus on more complex questions.

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AI Agent: The Digital Sidekick Every Festival Team Wants

Another innovation is the AI Agent, designed to support the team as a digital assistant. Available 24/7 in the app and on the website, it helps answer common questions within seconds, from tickets and directions to camping rules. If a request requires human support, the AI Agent can pass the conversation on to the team through Mobile Service Cloud, where all messages are managed in one place. This helps keep support fast and organized during busy moments, while allowing the team to focus on more complex questions.

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AI Agent: The Digital Sidekick Every Festival Team Wants

Another innovation is the AI Agent, designed to support the team as a digital assistant. Available 24/7 in the app and on the website, it helps answer common questions within seconds, from tickets and directions to camping rules. If a request requires human support, the AI Agent can pass the conversation on to the team through Mobile Service Cloud, where all messages are managed in one place. This helps keep support fast and organized during busy moments, while allowing the team to focus on more complex questions.

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From Data-Driven Insights to a GLÜCKSGEFÜHLE Family

The Customer Data Platform completely changed the way the festival understands its audience. For the first time, the team has a full, trustworthy view of every kind of visitor, VIPs, campers, first-timers, and loyal returning fans. These insights lead to better event marketing, smarter segmentation, and an experience that feels personal and consistent from start to finish. “The CDP turns a festival into a personalised journey. The better we understand our fans, the more intense their experience becomes, from the first piece of information to the last song.” - Ole Wilhelm, Head of Marketing, GLÜCKSGEFÜHLE Festival

The team isn’t just building a festival weekend, it’s building a year-round community. Fans stay connected on WhatsApp, email, social media, and the app long after the event is over.

“Our vision was never just a festival weekend - we wanted to create a GLÜCKSGEFÜHLE Family that stays connected all year round. Thanks to our digital infrastructure, we can maintain this closeness constantly - personal, direct, and tangible every single day.”
- Ole Wilhelm.

Building the Future of Festival Experiences - Together

The festival continues to grow at an impressive pace. Each edition welcomes a larger and more engaged crowd, and GLÜCKSGEFÜHLE Festival is quickly becoming one of Germany’s most beloved events. Since partnering with CM.com, the team has gained full control over their data, a stronger support structure, and communication flows that feel natural and personal.

CMS edit video

Building the Future of Festival Experiences - Together

The festival continues to grow at an impressive pace. Each edition welcomes a larger and more engaged crowd, and GLÜCKSGEFÜHLE Festival is quickly becoming one of Germany’s most beloved events. Since partnering with CM.com, the team has gained full control over their data, a stronger support structure, and communication flows that feel natural and personal.

CMS edit video

Building the Future of Festival Experiences - Together

The festival continues to grow at an impressive pace. Each edition welcomes a larger and more engaged crowd, and GLÜCKSGEFÜHLE Festival is quickly becoming one of Germany’s most beloved events. Since partnering with CM.com, the team has gained full control over their data, a stronger support structure, and communication flows that feel natural and personal.

CMS edit video

“Our vision was never just a festival weekend - we wanted to create a GLÜCKSGEFÜHLE Family that stays connected all year round. Thanks to our digital infrastructure, we can maintain this closeness constantly - personal, direct, and tangible every single day.”
- Ole Wilhelm.