The entire world of classical events in Berlin connected:
the ClassicCard App
More than 150 events from ten organizers at heavily discounted prices for everyone under 30
About the Classic Card Berlin
The ClassicCard is a membership program for everyone under 30, giving access to discounted tickets for classical events.
It lets you conveniently discover and book all concerts, opera, and ballet performances in Berlin. Save up to 90% on regular ticket prices and enjoy unforgettable live experiences. Connect with the community to share your experiences. Download the ClassicCard app and immerse yourself in the vibrant world of culture!
The Challenge
ClassicCard Berlin transforms to digital platform after 20 years of serving young culture enthusiasts
For almost 20 years, ClassicCard Berlin has provided a membership program for individuals under the age of 30. The program granted members access to discounted tickets for leading cultural institutions in Berlin at short notice through an analog membership card. In recent years, however, the number of ClassicCard members has declined, which has been further accelerated by the effects of the pandemic. As a result, ClassicCard has made the decision to restructure the program entirely, transforming it into a fully digital platform.
The solution
From the analogue ClassicCard to the 100% digital ClassicCard App
While the basic concept of the ClassicCard, a membership and discounted tickets, has been retained, the user experience around the event has been digitized in all areas. An app was designed, which bundles the entire range of services offered by the various Berlin event organizers. Thanks to live interfaces to the various ticketing systems (including EVENTIM.Inhouse and SAP) of the venues, all actions along the customer journey, from browsing, getting information, becoming a member and booking tickets, can be completed in the new ClassicCard App in the shortest possible time via a One-Stop-Shop.
The new ClassicCard App offers a modern, user-friendly experience tailored for young audiences, featuring a design similar to streaming platforms like Netflix. It includes categorized content, short descriptions, highlighted show durations, and media samples, along with real visitor ratings. The app streamlines the customer journey, allowing users to browse, get information, become members, and book tickets conveniently. It also includes digital ID verification for quick access to benefits, and dynamic algorithms to manage ticket availability and discounts, ensuring fair access for U30 members.
To strengthen the social aspect of cultural events, the app offers incentives for referrals, awarding €5 credit for each successful referral. Users can also book tickets for friends, share wish-lists, and connect with other culture enthusiasts, fostering a sense of community and engagement.
The results
Berlin theaters see surge in young audience engagement with ClassicCard App, quintuple membership growth
Berlin theaters have united to create a unique cross-institutional cultural offering specifically designed for Berliners under 30. This collaboration has quickly demonstrated its potential, evidenced by impressive engagement metrics just a few months after launch.
The ClassicCard App Berlin has led to a significant increase in user engagement:
65% of downloads result in user registrations, showcasing strong interest and accessibility.
Membership numbers have quintupled over the past nine months, reflecting the app's success in attracting young audiences.
Enhanced customer retention is observed, with members making an average of 4.5 orders or memberships within the same period.
47% of ClassicCard members sign up at least one other person, while 13% recruit two or more, and 5% sign up three or more, indicating strong community engagement and word-of-mouth promotion.
This initiative not only brings more young people to cultural events but also fosters a sense of community among Berlin's youth, encouraging them to engage with the city's rich cultural scene.
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