In response to the devastation caused by Hurricane Sandy, the 12-12-12 benefit concert was announced in early November to raise money for the Robin Hood Relief Fund. In just a few weeks, the producers, Clear Channel Media & Entertainment, The Madison Square Garden Company and The Weinstein Company put together a historic line-up of artists including: Bon Jovi, Eric Clapton, Dave Grohl, Billy Joel, Alicia Keys, Chris Martin, the Rolling Stones, Bruce Springsteen & the E Street Band, Eddie Vedder, Roger Waters, Kanye West, The Who and Paul McCartney. Additionally the concert was broadcast via television and online channels to over 2 billion households. The social media challenge was to engage the online and television audiences and inform them of the benefit as well as ways to donate. Several unique digital partnerships were leveraged including Foursquare, Get Glue, Google+ & Facebook.Prior to November 15, the 12-12-12 concert had no online presence, and by the end of the concert on December 12, there were over 75,000 Facebook fans and 20,000 Twitter followers. The concert hash tag, #121212concert, garnered over 2 billion impressions during the show. Almost every social platform was employed to promote the event and ways to give. From startups like Mahaya that provide a social recap of the event with tweets and instagrams to Foursquare who created a virtual check-in that resulted in a donation and a "Be Robin Hood" badge —one of the largest charity engagements they ever had. The large digital presence for 12-12-12 was only possible due to the collaboration between social teams at Clear Channel, iHeart Radio, MSG, HD Made, and others. Social media was a major driver for awareness of the event, as well as reminding people to tune in and to donate.
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