Billboard has run a breakdown of the 50 Concerts In 50 States music campaign by Bud Light at the start of the month. The concept, as the name suggests, was about staging 50 different shows in each of the 50 different states in the US – and digital played a significant part in
it, with five of the shows being live-streamed via Myspace. The end numbers are significant – 2.5m streams, 1.5m unique viewers with an average viewing time of 13 minutes, almost a quarter of a million downloads of the dedicated app and considerable upticks in social media activity. Of course, this was a major undertaking with powerful partners (such as Live Nation) and a great deal of TV advertising and retail support, so it should be expected to be a big event. It is interesting that this campaign used a lot of ‘real world’ activity which drives the costs up. Music market remains polarised between huge spend with lots of razzamatazz versus something that is exclusively online but arguably much more targeted and cost effective. The one thing Bud Light didn’t make public is just how much it actually spent here.

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