The Music Experiment" was a series of social media-driven, free, live shows held at secret locations in four select cities nationwide. The experience began at musicexperiment.com, where fans engaged with high-altitude, interactive maps hinting at the ticket pick-up location of 4 hidden shows. Fan tweets using #musicexperiment incrementally zoomed in the maps, geo-targeting the location of the tickets and venue. Engagement continued as fans entered trivia contests on Facebook, attended shows and participated in videos featured on MTV’s on-air, online and social media platforms. Each event featured uniquely themed musical performances in unusual, visually stunning venues. An installation featuring Ultrabooks, powered by Intel and loaded with a custom Instagram app, allowed attendees to instantly print event photos, share them to Instagram, and project them on the walls of the venue. The video content generated from each show included performance highlights and audience participation.The Music Experiment is an innovative multi-platform music series fusing music, art and technology. INTEL + MTV IGGY architected the partnership to engage Millennials with the Ultrabook and convert them into brand lovers. From start to finish The Music Experiment created an inherently social experience where fans engaged across multiple platforms including Twitter, Facebook and Instagram. The fan experience at the events created a sense of community, and brought not only the artists closer to the fans, but fans closer to each other. Looking to be part of this unique experience, fans were highly engaged in all areas of The Music Experiment and with the Intel brand. The experiment paid off. As a result of the campaign, fans were 135% more likely to have seen advertising for the Intel Inspired Ultrabook than the average laptop/notebook. They were 80% more likely to be interested in Intel’s overall brand and 175% more likely to consider purchasing an Intel Inspired Ultrabook. Overall, Millenials generated 180 million impressions, nearly 74 million of which were digital.
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