UNSTAGED by @radical.media, Digitas Boston, Momentum New York for American Express

UNSTAGED

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United States
Agency @radical.media
Director Spike Lee, Terry Gilliam, Kenny Ortega
Agency Digitas Boston
Agency Momentum New York
Released July 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: AMERICAN EXPRESS
Product/Service: AMERICAN EXPRESS
Agency: DIGITAS
Agency: MOMENTUM WORLDWIDE
Date of First Appearance: Jul 12 2010
Entrant Company: DIGITAS, Boston, USA
Entry URL: http://www.youtube.com/user/AmericanExpress
Lead Agency: (Digitas)
Talent & Live Event Agency Partner: (Momentum)
Media Partner: (YouTube)
Media Partner: (Vevo)
Digital & Live Stream Production Partner: (AEG Media)
Production Partner: (@radical.media)
Editorial/Post Production: (Beast)
Editorial/Post Production: (Brandname)
Editorial: (PS260)
Director: Terry Gilliam ((UNSTAGED Arcade Fire show))
Director: Spike Lee ((UNSTAGED John Legend & the Roots show))
Director: Kenny Ortega ((UNSTAGED Sugarland show))
Media placement: Digital – Video - Pre-Roll - VEVO, VEVO On YouTube, YouTube - 22 July 2010
Media placement: Digital – Video - Overlay - VEVO, VEVO On YouTube - 22 July 2010
Media placement: Digital - Display - VEVO, VEVO On YouTube, YouTube, Google Display Network - 22 July 2010
Media placement: Digital – Search – Standard Search - Google Search - 22 July 2010
Media placement: Digital – Search – Promoted YouTube Videos - Google Display Network - 22 July 2010

Insights, Strategy & the Idea
Amex strives to scale the live event to a broader audience, but engagement is limited to the number of seats in a venue. Historically, adjacent digital events lacked the emotion of an in-person experience. Clunky buffering, grainy picture and lack of interactivity meant that those who tuned-in, felt simply left out.

Our objectives were to expand the size of the venue. Use the scale of the Internet to create broader reach for Amex experiences. And blur the definition of the in-person experience; create an emotional connection by fusing live + digital so the Internet audience feels connected and the in-person crowd feels the exciting sense of scale beyond the room – “scaled emotion”.

The idea: Revolutionize the interactive concert experience, scaling the emotion of “being there” for a global online audience through the collaboration of incredible music artists, legendary directors, and unprecedented digital connectivity between artist and fan.

Creative Execution
Unstaged had to deliver unique perspectives from the digital point of view; to enable the at-home audience to not only view an incredible show, but to affect the performance, moving their status from passive viewer to active participant. Tactics included:
- Vote for a song performance.
- Control viewing experience by choosing the “Director’s Stream” and alternate camera angles.
- ‘Tweet and Greet’ - submit questions with a specific hashtag, answered during a video interview between director and band.
- Watch live “pre-show” with the director and band.
- Chat - with custom audience functionality.
- Sneak a peek at leaked original content post-show.

We forged a multi-show deal with two partners to create a first-ever web series dedicated to top-tier, live concerts. VEVO, brought usage rights and industry relationships, YouTube, brought scale and back-end infrastructure. This provided media inventory as well as organic editorial placements.

Results and Effectiveness
Results exceeded expectations, allowing the program to flourish.

Scale:
Total Live Streams: 12,223,665 -> Total Content Views: 32,815,412

Efficiency
Not only did the platform achieve its objective of massive scale but it came with great efficiency.

Cost Per View - Industry stand-alone click-to-play in banner video: $1.07
vs.
Cost Per View- Unstaged: $0.08

Deeper Engagement
Average content view length: 18 minutes
Arcade Fire and #amexarcadefire trending topics on Twitter during concert
Unique Concert Page Views: 3,990,911
Facebook and Twitter posts from within the channel chat gadget: 113,106
User-generated photo gallery views: 20,207
Channel Subscriptions: 24,975