Cannes Lions

INSURANCE

OMD, Chicago / STATE FARM / 2008

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

MySpace’s foundation in music communities made them the ideal host. We utilised exclusive MySpace marketing to promote the concert and Tom, the founder, sent a concert bulletin to the entire MySpace community (18-24). Band members were featured throughout MySpace and 'Now What' branded skins/ad units promoted the concert. We secured support from MySpace editorial and marketing, resulting in full-muscle action of the number one global social networking site. A custom-created 'Now What' destination page on MySpace, was the concert hub – providing State Farm and band videos, a custom-branded countdown widget and post-concert footage. Anchors of the event, three of MySpace’s largest online personalities known for their music expertise, added credibility to the user-experience. The concert was filmed by MySpace, utilizing HD cameras to ensure quality user-experience resulting in a 'five-foot experience' that was every bit as good as the “ten-foot experience” or the live show.

Outcome

Record insurance quotes: +7.5% auto/10.5% renters+1MM streams=largest online event in MySpace’s history(at time)423,362 unique users88,000 streams during one point of concert1MM plays on MySpace180,000 live fan comments+90,000 new friends+500MM unpaid impressions7-hour international broadcast

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