AT&T + Live Nation 2016 Year end recap

Since launching the AT&T Priority Presale program only three months ago, AT&T and Live Nation have successfully activated presales for 116 shows and have sold over 37,500 tickets to date and counting!

From left to right/top to bottom: Mariah Carey, Kelly Clarkson, Panic! At The Disco, Florida Georgia Line, Lionel Richie, Guns N' Roses and Thomas Rhett

Our partnership has given AT&T direct association with some of the biggest artists in the world. In 2016, we secured presale access for Guns N' Roses, Lionel Richie & Mariah Carey, Florida Georgia Line, Kelly Clarkson, Thomas Rhett and Panic! At The Disco.

2016 PRESALE MARKETING EFFORTS

AT&T dedicated e-mail sent to +8MM customers with an average unique open rate of 20.5% per AT&T Priority Presale e-mail blast
AT&T dedicated microsite (att.com/frontoftheline): +500,000 unique users and over 1.6M page views since launch date 9.26.16
Animated digital banner ads ran across Live Nation and extension networks and generated over 86M impressions in total
Targeted and promoted social media posts by AT&T, Live Nation and artists/bands. AT&T's paid marketing efforts generated over 55.6M additional impressions.

DirecTV/U-verse National TV spot for all AT&T presale offers generated over 113M total impressions

National Cinema Media in-theatre movie spot for Guns N' Roses 2017 tour teaser ran 5 days across 12,500 theatre screens and generated 1.8M impressions.

LIVE NATION DIGITAL MEDIA PLAN

The LNE digital assets have driven incredible click thru rates to ATT’s microsite. Top marks include a 5.99% CTR from the Bands in Town interstitial asset and 1.92% CTR from BiT Mobile Adhesion ad unit.

Ticketmaster Cross Screen Take Over
LNE Audience targeted to AT&T user, concert goes and music fanatics
BiT Mobile Interstitial
BiT Mobile Adhesion

2016 ARTIST EXPERIENCES

This past fall, AT&T executed once-in-a-lifetime artist experiences for their customers with Norah Jones, Alessia Cara and Kelly Clarkson.

NORAH JONES: ALBUM PREVIEW EVENT IN LA | ARTIST EXPERIENCE IN NYC

AT&T kicked off their artist experience platform in a big way by being the presenting sponsor of Norah Jones's album preview party in Los Angeles.
AT&T invited 50 guests to attend a special evening with Norah Jones that included a Q&A session, a 4 song piano performance and a meet and greet/photo opportunity with Norah Jones!
AT&T secured an additional artist experience with Norah Jones at her Beacon Theatre show in NYC. 20 AT&T fans were given tickets within the first 10 rows of the concert, attend a M&G and photo opportunity with Norah Jones and received a signed CD as a keepsake!

ALESSIA CARA: ARTIST EXPERIENCES IN HOUSTON AND ATLANTA

20 lucky AT&T customers in both Houston and Atlanta redeemed the ultimate VIP experience to meet R&B rising star, Alessia Cara!
This ultimate artist experience with Alessia Cara included access to a private soundcheck performance, M&G and photo opportunity and tickets to the show!

KELLY CLARKSON: MIRACLE ON BROADWAY SHOW IN NASHVILLE

AT&T gave away 100 PL1 tickets to Kelly Clarkson's Miracle on Broadway holiday concert in Nashville, TN at the Bridgestone Arena. Fans were also given a special AT&T THANKS + Kelly Clarkson Christmas ornament as a memento!

KEY LEARNINGS: LOOKING AHEAD TO 2017

MARKETING: AT&T and Live Nation will review current pre-sale marketing efforts and strategize how we can reach more customers.

REDEMPTION: AT&T and Live Nation will work together to solve for a better and more efficient way for AT&T fans to receive presale codes.

DRIVE AWARENESS: Roll out a program awareness campaign educating AT&T customers of this new presale platform benefit.

INCREASE # OF EMAIL DISTRIBUTION: Solve for a way to allow AT&T customers to opt-in to the AT&T THANKS music offer emails. Find a way to reach all 50M of AT&T's customer base.

AT&T PRESENCE ON TICKETMASTER: Live Nation team working with tour marketers and local box offices to ensure AT&T priority presale offer is obviously visible in all presale information on Ticketmaster/Live Nation.

EVENTS/ARTIST EXPERIENCES: AT&T and Live Nation will brainstorm how to better use this reward benefit to ensure optimal participation rate.

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