Branded content is growing in Australia, with custom publishing, in-house journalists and more traditional branded experiences like TV shows. Advertisers of all types are looking for new ways to engage consumers. There is no significant government regulation to speak of, at least that would have affected our campaign.

The activity was promoted on the Google Display Network through simple banners, but mostly it was through media releases that were picked up by music blogs and websites.

The key metrics for FRONTROW were Reach and Engagement. By either measure, it was an astonishing success – especially when you consider the four events lasted a total of just 10 hours.

Reach:

In just ten hours of performance, the live stream received 916,000 live playbacks.

573,000 of these views were from across the globe, including the UK, US, France, Hungary, Poland, Canada, Germany, NZ and the Netherlands.

The YouTube channel received 269,757 unique visitors – over 26,000 visitors per hour. FRONTROW was also reported widely in online media, particularly music blogs focused on our target audience, and was named in Contagious Magazine's "Most Contagious Ideas of 2012".

Engagement:

The audience watched 63,000 hours of Vivid Live content during the live events, taking an astonishing 66,000 shots. What’s more, fans across the globe loved it, commenting particularly on the technological innovation.