CHALLENGE

Continue to grow Tennessee’s Snapchat channel and the ‘Snap Your Way In’ program by creating new opportunities for tourism through artist engagement, one-of-a-kind events, and custom content. Further increase awareness of Tennessee Tourism’s ‘Soundtrack of America. Made in Tennessee’ brand and music campaign and shine a light on what makes Knoxville, TN so special through the voice of an authentic storyteller.

 

SOLUTION

Tennessee Tourism teamed up with GRAMMY-nominated artist Kelsea Ballerini, a Knoxville native, for a special homecoming show at her alma mater, Central High School, to celebrate the release of her sophomore album “Unapologetically.” To further engage Tennessee’s core Snapchat audience, and to continue growing followers on the platform, the unique concert experience was ticketed exclusively through Snapchat and sold out in one minute. Media received a custom invitation in the mail with a colorful map of the town that included Kelsea’s favorite local spots, further highlighting the excitement and beauty of Knoxville. Tennessee’s Snapchat also featured custom behind the scenes content and interviews with Kelsea leading into the event for furthered fan engagement.

RESULTS

Tickets sold out in one minute


Fans attended the event in Knoxville from 28 states


Over 181 million earned media impressions


Over 1.2 million views on Tennessee’s Snapchat channel

 

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