The live concert series, Crowd Control, took place in-venue and simultaneously streamed to Facebook, Twitter, and Billboard’s website to engage hip hop lovers around the world.
Mountain Dew and Billboard partnered up and turned to Telescope to produce the live streaming concert series “Crowd Control” which captured the attention of the hip-hop, live experience, and social media loving Gen Z audience. The series was hosted by journalist and TV personality Brandon Jenkins who engaged with both the in-venue and livestream viewers. Telescope’s full multi camera production services, real time engagement products and multi-streaming were utilized to encourage crowd participation in the live and social media environments by incentivizing fans to engage with their favorite artists in real time.
This 3-day Crowd Control series kicked off with Rico Nasty in Long Beach who performed hits from her sophomore album Anger Management. Weeks later, Grammy-nominated rapper Gunna performed fan favorite tracks such as “Drip Too Hard” and “Baby Birkin” in Atlanta. The grand finale was in New York where Offset performed Father of 4 before the added bonus of being joined by superstar wife Cardi B and daughter Kulture for a family rendition of the
hit single, “Clout”.
Throughout the entirety of the show, Telescope’s multi-camera production enriched the viewing pleasure by capturing multiple angles simultaneously. Crowd Control breaks were incorporated within each show which gave fans in the venue as well as viewers at home an opportunity to engage with the headlining artists in unique ways. Telescope’s real time engagement products including Hashtag Vote, Content to Air, and Sweepstakes were utilized to provide the hip-hop fans an interactive experience that they’ve never experienced before.
Full Production Services: Telescope assisted with the full production of this series including: multi-cameras to capture action-filled moments from different angles, creative scripting, graphics creation, and post-event video editing.
Multi-Streaming: Crowd Control was streamed on multiple platforms simultaneously to Facebook, Twitter, and Billboard’s website for maximum audience reach.
Twitter Poll: Viewers had the ability to cast their votes through a live twitter poll to determine the opening song of the night.
Hashtag Vote: Online fans used the hashtag #MtnDewCrwdCntrl to vote for their favorite audience outfit in the “Style Cam” competition. Winner of this competition and their friends joined the performing artist on stage for the final song along with an exclusive backstage meet and greet. Additionally, fans used the same hashtag to send their messages and song requests through Facebook comments and Twitter to artists.
Across the board, the Crowd Control series outperformed Billboard branded content benchmarks and campaign KPIs:
A robust distribution plan drove viewership of the Livestream and supplemental content like promotional graphics, hi-res photography, editorial features and sponsored episodes of Billboard News across Billboard, Mountain Dew and artist social handles. Holistically, the campaign delivered 49MM social impressions and 339K social engagements
The cross-platform livestreams delivered 5.4MM social impressions (overdelivering by roughly 20%) and over 800K video views that far outpaced the Billboard benchmark of 30K views per livestream
Alignment with top talent garnered press from more than 30 outlets including Billboard, VIBE, Complex, Uproxx, USA Today, People, MSN, AllHipHop, HotNewHipHop etc. The mass coverage resulted in over 1.9 billion press impressions
The series was attended by more than 2000 consumers across the three markets while the original target was to host 300 attendees per show.
Branded Series- Billboard X Mountain Dew: Crowd Control
PRODUCTS USED FOR THIS CAMPAIGN