Learn how the VML team approached the content calendar, media rollout and logistics leading up to this “Snap Your Way In” concert and tourism effort.

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TeNnEsSeEToUrIsMSnApChAtLaUnCh

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3. ThEOpPoRtUnItY
The percentage of millennial travelers going to Tennessee and
engaging with Tennessee Tourism content was declining.
At the time, Snapchat had a monopoly on millennials and
offered an opportunity to connect with this hard-to-reach
younger audience.
Snapchat + TN content and access was the perfect marriage to give
younger audiences the exclusive content they desire while
showcasing the state.
3

4. OuRChAlLeNgEs
Generating a mass of followers on a platform where
discovery is not the main focus of the platform.
Millennials aren’t traveling, they’re chasing something: the
share-able experiences that normal life simply doesn’t offer.
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5. OuRStRaTeGy
Provide exclusive access to experiences that only Tennessee
can offer with unique perspectives and giveaways that
highlight the entire state and inspire travel.
Snap Your Way In: Turn Snapchat into the box office for the
world’s most exclusive concert event.
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Ω

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TeAsEr CoNtEnTLaUnCh
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EmAiL
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EmAiL
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PrEsS
CoNfErEnCe
BlEuBiRd
EmAiL
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CaMpAiGnMeDiA
LaUnCh TiCkEt
ReLeAsE#1
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ArTiStTaKeOvEr
LaUnCh EmAiL
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TiCkEtReLeAsE
#2 BoBbYBoNeS
EmAiL
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CoOkEvIlLlE
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TiCkEtReLeAsE
#5 BoBbYBoNeS
EmAiL
UsA ToDaYSwEePs
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HiTcHiNPoSt/
BrIsToL UsA ToDaY
SwEePs
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EmAiL
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EmAiL
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SwEePs
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TiCkEt ReLeAsE
#6 EmAiL
UsA ToDaYSwEePs
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#7 UsA ToDaY
SwEePs
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BoBbY
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EmAiL
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#8 PaNcAkE
PaNtRy BoBbY
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PyRaMiD
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bOnEs
EmAiL
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NaShViLlEFaIrGrOuNdS
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7D CeLeBrAtIoN
EvEnT BuDs oN
BrOaDwAy
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TiMeLiNe

8. CAMPAIGN PROMOTION

9. PaId
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Paid Social
YouTube Bumper Ads
Paid Search
Pandora
Print
OOH

10. PaId SoCiAl
Targeting Garth Brooks fans
that recognized the logo was
successful in driving on-post
engagement and excitement,
specifically on mobile.
Teaser and launch content was amplified across
Facebook and Instagram
TeAsEr LaUnCh

11. YoUtUbE BuMpEr AdS,
PaIdSeArCh +PaNdOrA
YouTube Bumper Ads
The :06 Bumper ads on YouTube were a quick and
effective way to illicit urgency and excitement to a
targeted audience.
Paid Search
Launch ad copy outperformed Teaser ad
copy with the addition of “Free Event”
and the prospect of tickets on the
landing page.
Pandora
Launch ad copy outperformed Teaser ad
copy with the addition of “Free Event”
and the prospect of tickets on the
landing page.

12. PrInT +OuT-oF-HoMeReach and awareness in key Garth Brooks fan markets

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OwNeDOrganic Social
Email
Website

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Pyramid in Memphis
Nashville FanFair
Bluebird Cafe
Pancake Pantry
Ella Guru
SeVeNStOrIeS
COOKEVILLE, TN
Cookeville
Birthplace of Country Music
Hitching Post

15. 7SnApChAtStOrIeS
Knoxville Nashville Pancake
Pantry
Memphis Nashville Fan
Fair

16. CoMmUnItY MaNaGeMeNt
Facebook
While the Facebook channel generally doesn’t see a lot
of conversation, this campaign sparked conversation
and improved our response rate increased to 72%.
Twitter
Twitter conversation generated more than 930k
impressions and increased mentions by 451%.

17. FaCeBoOkEvEnTPaGe
Facebook Event Page
The most successful organic tactic (beyond community
management efforts).
This tactic provided an ideal organic space for
conversation and communication.
Users received notifications when we posted in the event
page and/or details were updated and thus, this tactic is
ideal for brand activation promotion.
This tactic directly engaged with the majority of
our target audiences

18. GaRtH+ PaRtNeRShArEs
Garth Shares
Whenever Garth Brooks posted or we shared a post, it
sparked conversation across organic and paid content.
An engaged weekly audience on the Studio G Facebook
Live segments ensured that the campaign stayed top-of-
mind for fans.
TN Travel Partner Shares
Partners weregiven details on the campaign and 7 stories
with actionable ways to support the campaign.

19. EmAiL+WeBsItE

20. 40
EaRnEd
10/3 Press Conference
Bluebird Sirius XM Broadcast
Dallas/Radio Remotes
Radio Sweepstakes
USA Today Sweepstakes

21. PrEsSCoNfErEnCe+RaDiO
10/3 Press Conference
Generated more than 368 million impressions with
international coverage including:
•Australia
•Canada
•Germany
•Ireland
•Singapore
•Thailand
•United Arab Emirates
•United Kingdom
Bluebird Radio Broadcast
Garth’s return to the Bluebird was broadcast on
his Sirius channel with 32 million subscribers.
Dallas Radio Remotes
This unique opportunity generated 56 million
impressions.

22. UsAToDaYSwEePsTaKeS
Entries
Total entries: 25,308
Promo Landing Page/Sweeps Entry
Total Page Views: 81,895
ROS Digital Ads
Impressions: 4,639,469
Email Blasts
Sent to: 1,028,790subscribers
Open Rate: 20.2%
National Print
Half page color ad
Average reach: 975,139

23. ArTiStCoNgRaTs
Artist Congrats
(Totals from all takeovers)
584,000 views
1,283 replays

24. DAY OF SHOW

28. SpOnSoRsHiP +InFlUeNcErS
Amazon sponsored a watch party
outside the amphitheater
7,000+ people in attendance at the park
viewing party. Fritos set-up a display
with 3,500 bags of chips giveaway.
Influencers
674k content views; content focused on
teasing event or driving to TN Snapchat
1 long-form piece of content

29. CoNcErTCoNvErSaTiOn
Multiple Day-Of Geofilters
Generated 376k views with a minimal budget,
resulting in $.001 CPV
Celebrity Mentions
Amplified and added authenticity to the experience.

30. CoNcErTCoNvErSaTiOn
High volume of conversation
Despite connectivity issues

31. THANK YOU