MUSE Platinum

2023

Harry Styles Love On Tour x MSG Social Campaign

Entrant Company

Madison Square Garden Entertainment

Category

Social Media - Music & Dance

Client's Name

Country / Region

United States

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.

More Platinum Winners
Social Media
2023
MUSE Advertising Awards - Feed Your Brain
Quizlet

Entrant Company

Flying Object

Category

Social Media - Ad Campaign

Country / Region

United Kingdom

Video
2023
MUSE Advertising Awards - Shaping Change Together

Entrant Company

Gravity Global

Category

Video - Food & Beverage

Country / Region

United Kingdom

Branded Content
2023
MUSE Advertising Awards - Hong Kong – Through the lens of GenZ

Entrant Company

Hong Kong Tourism Board

Category

Branded Content - Age-Group Marketing - Youth (NEW)

Country / Region

Hong Kong SAR

Video
2023
MUSE Advertising Awards - Small But Mighty
Bloomhouse

Entrant Company

Art of Storytelling

Category

Video - Documentary

Country / Region

United States