The campaign built momentum for over a month, and was a great success with record attendance on both nights of the concert.

The plan was to attract people of all levels of talent. The videos with the most views were featured on Facebook and won tickets to the show with backstage passes. This encouraged people to to spread their videos on Facebook and other social media and generated excitement and energy within the local community. Bus shelters across the city continued to promote the contest, while radio spots created from the videos provided air cover for the Facebook Campaign.

The Basilica Block Party is the musical event of the summer in Minneapolis: two nights of national musical acts playing in front of thousand of fans, with proceeds going to local charities. Our task was to create buzz for the concert, and draw attention to the big-name artists performing at it. Instead of just doing a campaign to promote the event, we created an integrated social media contest that invited people to submit videos of themselves performing hit songs by the Block Party artists.