CHALLENGE

The State of Tennessee wanted to promote Tennessee as the premier destination for music, specifically to Chicago residents, to promote tourism to the state.

 

SOLUTION

Create the true Tennessee “street corner” experience by holding the first interactive live-streamed concerts in Chicago.

RESULTS

Over the course of three consecutive days, four artists representing their Tennessee hometowns of Memphis, Nashville and Knoxville – Citizen Cope, Jason Isbell, Old Crow Medicine Show, and Ashley Monroe respectively – were beamed from multiple cities in Tennessee to a sidewalk in downtown Chicago via a two-sided interactive billboard. The screen showed a live stream of both the front and the back of the artists, giving the appearance that they were actually standing on the sidewalk. Passers-by not only experienced an intimate concert, they could interact with the artists – who took song requests, signed posters, and even gave away trips to Tennessee.

 

Thousands of people saw the concerts live, but the event reached far beyond the attendees with 1.24 Billion earned media impressions


94% of people surveyed at the event said they were inspired to visit Tennessee


Campaign awarded 2016 Clio Award

 

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