Aftonbladet Promo, Case study YOULIVE by Prime, Strip Digital

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Industry Shows, Events & Festivals
Media Promo & PR, Case study
Market Sweden
Agency Prime
Copywriter Johan Larsson
Creative Peter Lindgren
Producer Mika Lepistö
Agency Strip Digital
Released August 2010

Credits & Description

Category: Travel, Entertainment & Leisure
Product/Service: ROCKBJÖRNEN
Agency: PRIME PR
Date of First Appearance: Aug 12 2010
Entrant Company: PRIME PR, Stockholm, SWEDEN
Key Account Manager: Johan Seidefors (Prime PR)
Creative: Peter Lindgren (Prime PR)
Project Manager: Jennie Nyberg (Prime PR)
Copywriter: Johan Larsson (Prime PR)
Media Relations: Juliana Alonso (Prime PR)
Producer: Mika Lepistö (Strip Digital)
Interactive Director: Kalle Thyselius (Strip Digital)
Visual Artist: Devlin Shea (Strip Digital)
Visual Artist: Christoffer Öberg Runfors (Strip Digital)
Framework Developer: Hydna (Strip Digital)
Media placement: Released Tickets On Facebook - Digital tickets offered a way of reinforcing the live feeling and as tool for social media sharing - 12:th Of August 2010
Media placement: Performers own media - Artists' own channels were important for distribution, credibility to engage fans to spread content - 12 August 2010
Media placement: Spotify - Distributed tickets as editorial content to fans on Facebook,twitter,where 630000 heard about it - 17 August 2010
Media placement: Online applications - YouLive was embedded in the news feed on Aftonbladet, Sweden’s biggest media and founders of Rockbjö - 19 August 2010

Insights, Strategy & the Idea
Sweden's biggest music award, ROCKBJÖRNEN, had lost its relevance due to new forms of communication and music consumption. Albums and records have been replaced by playlists and streaming services. The easy access to content has increased the relevance for unique material. As a consequence, live concerts have grown at an explosive rate in recent years.
Focus was to reinstate the relevance for the ROCKBJÖRNEN award, and to engage a new target group of digital and selective music lovers which viewed ROCKBJÖRNEN as obsolete. The solution was to embrace the two top trends on the music scene – live and digital. And in addition capitalize on the digital sharing potential of their preferred medium.
We developed YouLive, a real time application that enabled digital live concerts where the audience could interact with friends and have direct contact with the artist at the same time, creating the world’s first truly live concert online.

Creative Execution
YouLive integrated live music with Facebook's unrivalled interaction, creating a genuinely live concert online in which the audience could interact with each other, and with the performer in the studio, who followed the actions on a live monitor. The audience could applaud, take photos, hold up lighters, request songs etc, creating streamed concerts with real time interaction.
YouLive consisted of seven concerts with Sweden’s biggest artists. Digital tickets were created for access, offering both a way reinforcing the live feeling as well as a tool for distribution since they were intended for online sharing. To build hype the tickets were initially shared in the performers' own channels and by fans.
YouLive tapped into the biggest and most relevant flows of information. By making the artist the messenger, and connecting them to the audience thru live interactions, both the artists and the audience were engaged in spreading the content.

Results and Effectiveness
During seven concerts, and the total time of 105 minutes, YouLive generated 2.4 million interactions and 44,000 unique visitors from 63 different countries. YouLive also increased of the amount of unique visitors to the ROCKBJÖRNEN website with 300 %. A PR reach of 29 million and with Spotify gladly publishing the tickets to their 630 000 Facebook members, YouLive created highly relevant content.
With the creation of an entirely new arena, YouLive changed how fans and performers experience digital live concerts forever, as well as attracting a completely new audience who in the end thanked ROCKBJÖRNEN for the initiative.