2023
Entrant Company
Category
Client's Name
Country / Region
MSG Entertainment ran a month-long social campaign throughout Harry Styles' 15-night run at The Garden. The strategy capitalized on the rare opportunity that the same audience would be engaged with The Garden's social channels for a significant length of time. The campaign encompassed all aspects of a live event (pre-show promotional content, real-time coverage, recap moments, social trends, fan activations, food and merch options, and more) in order to digitally extend the experience outside. Content varied from highly produced to lo-fi, including but not limited to 3D renderings, memes, short-form video, drone footage, mixed media, photography, and illustrations. MSG Entertainment is focused on providing artists and guests with once-in-a-lifetime experiences, and the Harry's House social campaign delivered this for both in-house and digital audiences throughout the 15-night run.
In total, 450 posts were created for the campaign, focused on increased post volume at the beginning and end of the residency. The posts alone garnered 54.9 million impressions and 4.8 million engagements, with live performance coverage attaining the highest impressions, while original content led to the highest engagement. Follower growth during this period was 278% more than the six-week average. Social chatter exceeded 2 billion impressions illustrating success in digitally extending the experience.
Entrant Company
ivWatch
Category
Marketing & Promotional - Brochure
Country / Region
United States
Entrant Company
Shenzhen Jixing Creative Design Co., LTD
Category
Typography - Packaging / Product
Country / Region
China
Entrant Company
Qian Wan
Category
App - Diversity & Inclusion
Country / Region
United States
Entrant Company
GRIT STUDIO
Category
Branded Content - Lifestyle
Country / Region
United States