CHALLENGE

As part of their “Soundtrack of America. Made in Tennessee” brand campaign and strategy to further grow a following on their Snapchat, Tennessee Tourism wanted to expand their storytelling through new music genres and iconic destinations within in the state. As the second installment of the “Snap Your Way In” program, the concept had to be new, diversified, and exciting as tickets were once again exclusively available through Tennessee’s Snapchat. FlyteVu was tasked with finding the right storyteller and crafting an authentic message to amplify the music story that only a state like Tennessee can provide.

SOLUTION

Partner with Third Man Records, an independent record label, store front and multipurpose venue founded by Whitestripes frontman Jack White, and create a one-of-a-kind concert experience in Cumberland Caverns, a venue 333 ft. underground. The state highlighted Third Man’s eclectic roster of artists, who were all discovered or fostered in Tennessee, with live performances from Margo Price, who played her then bran new unreleased album in its entirety, Lillie Mae, Joshua Hedley, and Craig Brown Band. FlyteVu created custom designed media mailers that included the cave themed graphics as well as records of each of the artists for a comprehensive story to press. FlyteVu also captured compelling content with each of the artists land featured it on Tennessees Snapchat as interstitial content leading up to the exclusive concert experience. Tickets were exclusively available through Tennessee’s Snapchat and sold out in less than 5 minutes. Tennessee Tourism provided transportation to and from the venue and created a more fan friendly experience.

RESULTS

Fans from 16 states attended the event


People.com launch exclusive


Over 120MM earned media impressions


Tickets claimed in less than 5 minutes via Tennessee’s Snapchat

 

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