MADE IN TENNESSEE concert series
How do you get millennials to travel to a state that's known as the Soundtrack of America while also building your social media presence?
Easy. You create a series of one-of-a-kind music experiences and turn their favorite social media platform into a virtual box office.
Third Man records 333’ underground
Tennessee is the Soundtrack of America. It also happens to have more caves than any other state in the US.
So, we partnered with Jack White and Third Man Records to bring those two together;
By putting on a concert 333' underground.
TEASERS & Announcement
From YouTube pre-roll to Snapchat ads and posts, we flooded the internet with content
teasing, and then announcing, the concert. All while driving people to Tennessee’s Snapchat account.
social
Then we used Tennessee’s Snapchat account to keep building anticipation for the show. We released short interviews with the bands, TMR co-founder Ben Swank, and even a tour of the venue, Cumberland Caverns. Before finally releasing tickets on the platform.
