Enter the 14th Annual Shorty Awards

The Shorty Awards honor the best of social media and digital. See categories below. The early entry deadline is on December 9th, 2021.

From the 11th Annual Shorty Awards

Now Feel This - Live Event Series

Entered in Live Streaming Video

About this entry

Establish an industry position for Skullcandy as an authority in emerging music through the creation of an always-on evergreen content/livestreaming strategy. Demonstrate clear ROI defined by reach, engagement, and ROAS of a newly developed audience.

Why does this entry deserve to win?

First Tube Media designed and operated a full-service program including artist curation and procurement, licensing, venue procurement, content production, influencer activation, media management/distribution and analytics to create a one-of-a-kind live event music series. Named "Now Feel This", the campaign aimed to target globally the Skullcandy key demo of 18-30 year old males with a passion in music and outdoor sports.

The series launched in March 2018 and was unique in that over the course of 9+ months it provided 27 exclusive livestreams of free events for fans (who went nuts!) in 6 cities across the US. The campaign was designed to create multiple access points to content for fans. In order to do that, we created pre-event, live-event and post-event programming. Through simulcast livestream cross-platform (twitter, fb, and yt live), native distribution across Skullcandy's owned and social channels and across each participating artists owned social channels (Instagram, Twitter, Facebook, Youtube) we successfully drove a total of 147,000 hours watched by 10 million fans!

Results

Skullcandy reached it's largest audience ever with 20 million+ users that delivered almost 10M unique views across 300+ exclusive pieces of content including the 27 premium livestream's that were simulcasted across Twitter, Facebook, and Youtube. The newly engaged audience yielded a ROAS of 5:1 thus far. In addition, with a now robust premium content strategy, their reach increased on Facebook by 400% from 200k to almost 1M daily users.

Media

Video for Now Feel This - Live Event Series

Entrant Company / Organization Name

First Tube Media llc, Skullcandy

Link

Entry Credits