MSG Entertainment ran a month-long social campaign throughout Harry Styles' 15-night run at The Garden. This campaign encompassed all aspects of a live event (pre-show promotional content, real-time coverage, recap moments, social trends, fan activations, food and merch options, and more) in order to digitally extend the experience beyond the venue.
The strategy capitalized on the rare opportunity that the same audience would be engaged with The Garden's social channels for a significant length of time. Content varied from highly produced to lo-fi, including but not limited to 3D renderings, memes, short-form video, drone footage, mixed media, photography, and illustrations. MSG Entertainment is focused on providing artists and guests with once-in-a-lifetime experiences, and the Harry's House social campaign delivered this for both in-house and digital audiences throughout the 15-night run.
In total, 450 posts were created for the campaign, focused on increased post volume at the beginning and end of the residency. The posts alone garnered 54.9 million impressions and 4.8 million engagements, with live performance coverage attaining the highest impressions, while original content led o the highest engagement. Follower growth during this period was 278% more than the six-week average. Social chatter exceeded 2 billion impressions illustrating success in digitally extending the experience.