Yahoo! On The Road.

Brand activation | Experiential | Online Video | Digital | Outdoor | Merch

A World Tour never before

Yahoo! often saw over 190 Million monthly visitors on its online properties, but they struggled on growth when it came to younger audiences. After seeing large success years earlier among 18-24 yr olds with the launch of Yahoo! Music, Yahoo! launched a new music property centered around streaming live concerts called Yahoo! Live. This slick new product plus their upgraded mobile app offerings motivated Yahoo! to build awareness like never before–which is exactly what we did.

We launched a 6 week international tour with some of the biggest names in the music business. We stopped in cities around the globe including London, Paris, Berlin, Munich, Milan, Prague, New York City, San Francisco, and Seattle featuring big name artists such as Jay-Z, Justin Timberlake, Kendrick Lamar, J. Cole, Macklemore, Ryan Lewis, Frank Ocean, John Legend, and many many others. Fans earned their free concert tickets by trying out the new Yahoo! products and every show was packed. We mixed pre-announced tops with pop-up shows with less than 24 hour notice. The buzz around the activation was unbelievable.

RESULTS

Impressions topping well over a billion in the 6 week period. Yahoo! apps saw millions of downloads and Yahoo!'s social presence among 18-24 yr olds increased exponentially, surpassing all marketing benchmarks.

BEYOND THE WORLD TOUR

After the Yahoo! On The Road tour, to launch Yahoo! Live, we partnered with Live Nation and announced a bold campaign around streaming 365 concepts the first year. All LIVE of course. Our creative messaging was kept very simple, “365 Days. 365 Concerts.” and we focused our executions around the power of LIVE streamed performances. The creative effort was massive. Beyond dozens of longform online videos and social posts, we worked with our tech team to build full dynamic creative automation to produce over 50,000 unique banner ads to promote the 365 concert performances.