Before sharing any dates, the band reset their socials and website to black and posted:
"Working on some exciting stuff!"
It wasn’t a tour drop yet. It was a temperature check.
A few days later, they shared a save the date: Tune in 2/7… comment SHAKES to find out first!
Everyone who commented got opted in to the upcoming alert.
As fans opted in to get presale codes, the team could watch interest build inside their Laylo dashboard and see which cities were showing the strongest demand.
They also saw notable fans pop up in the responses. Questlove was one of the VIP names surfaced through the Instagram DM flow, along with other creators engaging through DMs.
By the time the band confirmed the return, the team had a clearer view of where fans were most ready to move. They planned additional roll dates in advance and planned ad spend around key markets.
When tickets went live, Alabama Shakes messaged the fans who had already RSVP’ed, using Instagram DMs and email.
A single Laylo x Linktree link in the band’s bio drove 15% of all tour traffic. Several cities sold out instantky, and the band added extra nights in markets likeChicago and Boston.
37 tour stops
15% of total tour traffic came via link in bio
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