Tennessee transplant Garth Brooks was about to become the only artist in history to have seven diamond albums. (One diamond = 10 million albums sold.) More than The Beatles, Elvis, Led Zeppelin … anyone. And all seven albums were recorded in Tennessee.

So we turned this historic moment into a huge celebration with an official award ceremony for Garth and a free concert for him to thank his fans. The catch? Following Tennessee’s new Snapchat channel would be the only way to get in.

We called it: Snap your way in.

The campaign kicked off with a press conference on Oct. 3 announcing details of the free event. To generate more buzz, dozens of celebrities, including Dolly Parton and Jewel, took over our Snapchat channel to congratulate Garth. We built on that momentum with limited paid media, including out-of-home in seven markets, as well as paid social, paid search, pre-roll and a full page ad in The New York Times. Through Garth’s connections, we also developed integrated partnerships with nine radio stations across the country.

Tickets were distributed exclusively through our Snapchat channel. To keep followers engaged leading up to the show, we also created the first snap documentaries telling the story of Tennessee’s role in Garth’s career.

The event was held on Oct. 24 in Nashville, Tennessee. During the show, Garth surprised guests by performing duets with superstars like Jason Aldean, Chris Young, Trisha Yearwood, Kelly Clarkson and Reba McEntire.

Featured on “Good Morning America,” “Entertainment Tonight,” FOX, ABC News and CMT, and in Forbes, Rolling Stone, Ad Age, The Wall Street Journal, USA TODAY, Billboard, Parade magazine and many others, the campaign resulted in nearly a billion media impressions.

•News outlets actually promoted our Snapcode, equaling $4.2 million in free media.

•The event got so much attention, major brands such as Budweiser, Amazon and USA TODAY asked to sponsor it.

•Snapchat followers went from zero to 31,000+ overnight.

•Over 6 million snap views in just three weeks.

•Tickets were gone in less than three minutes.

•People traveled from 43 states and five countries to attend the event in Tennessee, and 71 percent were millennials.

•Every seat was filled, and thousands more listened from outside the venue.

•Estimated $701,000 in direct tourism revenue.

•The number of rooms sold on Oct. 24 increased 7.1% over the previous year.