Nokia Music and AT&T Joined Forces with Green Day (2012)
MAC Presents worked with AT&T and Nokia to create a program to generate consumer, press and social media impressions for the U.S. launch of Nokia Music, one of the world’s largest free music streaming services.
The comprehensive program with Green Day was timed as the band was preparing to release a trio of albums. The program included social media tactics, a Green Day performance, on-site activation, VIP experience, live-streaming, content and press.
To reach Green Day’s 25 million online fans, a Nokia Music/AT&T cobranded tab was developed for Green Day’s official Facebook page. The gamification-based tab encouraged fans to complete social actions for a chance to win free tickets to a show at Irving Plaza in New York City. Fans who won picked up their tickets from the AT&T store in Times Square.
At the concert, cobranded activation areas enabled fans to interact with Nokia Music and AT&T through radio frequency identification (RFID) wristbands that were associated with each fan’s Facebook account. Posts facilitated through the RFID wristbands were tagged with a unique hashtag and generated over 326,000 online impressions in just three hours.
An exclusive album listening party, hosted on the co-branded Facebook tab, allowed fans to stream GreenDay’s new album ¡Uno!, the week prior to the album’s release. In one week, the album listening party drove over 10,000 unique visitors to the tab.
The program accrued over 215 million consumer impressions in just four weeks. Over 179,000 social actions generated more than 165 million impressions, including over 20 million Twitter impressions. On Twitter, 92% of @NokiaMusic followers were acquired through the cobranded tab. The promotion also garnered over 50,000,000 impressions from press coverage with featured articles in Rolling Stone, Billboard Magazine, USA Today, Wall Street Journal, Spin, Huffington Post and Event Marketer.