Cannes Lions

COACHELLA LIVE STREAMING EVENT

OMD, New York / STATE FARM / 2013

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Overview

Entries

Credits

Overview

Execution

We focused on what fans were missing from Coachella and delivered accessibility, personalized service, and value.

Won’t be able to make the trip?

We’ll make you feel like you are there.

Custom YouTube channel Coachella Live broadcasted live footage from the festival. Viewers interacted in real-time and customized streams from three stages for their own at-home festival experience.

Made it but have to walk miles from parking?

We’ll make it easy.

Festival goers received free transportation, water, and air conditioned tents.

Didn’t realize how hot the desert sun could be or cold it gets at night?

State Farm did, and we have you covered.

Campers received blankets at night and ponchos when it rained. Attendees were upgraded to VIP and received assistance with car troubles.

Music sites, homepages and a promoted trend on Twitter (#coachellalive) drove traffic to the live stream. Social supplemented engagement and viral success of the initiative.

Outcome

State Farm nearly TRIPLED past live stream results, delivering 11.8MM views of YouTube Coachella Live Stream in three days. That’s a $0.22 cost-per-view, with astonishing average user duration of 49 minutes. The average duration per video in April 2012 was 5.2 minutes (comScore).

State Farm’s #coachellalive received 73.6K mentions, 2.5x more mentions than Twitter’s organic #coachella benchmark (Twitter).

Twitter retweets were up 690% versus the average. The promoted tweet engagement rate was 15%, compared to 9% benchmark.

Onsite activation received 32K+ one-on-one interactions:

•20K+ fans received shuttle and golf cart rides

•10K fans received personalized help with car troubles

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