Posted by AT&T and MTV Networks Music Sites
Developing a Socially Driven Music Experience
Our challenge was building on the prior year's successful MTV/AT&T initiative “The Vault", which featured popular archived content from top artists that was ‘unlocked’ at various points throughout the campaign. As one of the more successful music franchises to date, the push was to keep the momentum going and continue to build top-of-mind awareness, brand perception and favorability among youth while leveraging the “lifestreaming” tendencies of this audience.
Our approach centered on giving our shared fans even more of what they love – more artist access. Together, AT&T and MTV Music enabled fans to get even closer to the artists and their music via lifestreaming, and together we programmed the experience to drive social and viral conversation, solidifying the effort as a true music franchise for our courtesy of AT&T.