For iHeartSummer '17 Weekend, iHeartRadio wanted to let its fans help decide the theme of their designated social area. In an effort to connect the strong social and digital presence of iHeartRadio and the performing artists, iHeartRadio created an interactive social stop for artists that was designed by the fans.
In the week leading up to iHeartSummer '17 Weekend in Miami, iHeartRadio posted a prompt on Twitter for fans to interact with. The prompt asked for fans to choose which backdrop they would like to see their favorite artists pose in front of. Using the hashtags of #iHeartSummer17, the name of the performing artist and the backdrop they desired, thousands of fans submitted their input. The design options included a foam party, a shark attack, a seal, and more.
On show night, each musician was shown the background that their fans voted on. iHeartRadio captured a short-form video with each of the musicians and posted the content across social media with the same hashtags that were used for the voting period. This allowed the fans to easily discover the content that they desired.
Over 8,000 unique votes were cast across Twitter in support of the backdrops. The video content performed exceptionally well on social media, with Miley Cyrus' video receiving over 1.3M views on Instagram alone. In total, the social videos generated over 20 million views and helped to contribute to over 2 billion social impressions throughout the promotional period.
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