Building upon the momentum of the award-winning 2018 concert series, the BBVA Music Sessions was repositioned for 2019 to amplify BBVA’s rebrand and create genuine brand excitement through stronger live events and more meaningful fan experiences. AXS, a leading ticketing and digital media company, activated demographically-aligned artists to perform in five of BBVA’s key markets, with performances broadcast on both artist and AXS social channels. Kicking off with a massive outdoor concert in Houston, rising pop superstars Alec Benjamin and MAX drew over 4,000 millennial and Gen Z fans to Discovery Green park, where exclusive merch, VIP upgrades, and authentic artist interactions led to 90% of attendees reporting an increase in positive association towards BBVA, according to a post-event survey. AXS leveraged this brand and series excitement to execute four additional concerts in other key markets, inviting local fans to experience their favorite new artists up close. Both live and digital content reached and connected with fans in multiple demographics, indexing strongly in the target 18-24 and 25-34 ranges. The series amassed a total of 24 million digital impressions, with video content showing notable year-over-year increases in reach, watch time and reactions, further indicating a more passionate and engaged audience. The creation of memorable live event experiences worth sharing and celebrating led to organic series promotion and brand evangelism, with attendees across all five events reporting stronger affinity for BBVA.
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