With events of this scale, it’s either go big or go home. In four cities, massive surprise boxes opened simultaneously daily to reveal once in a lifetime-level appearances by special guests and A-list artists. The buzz was amplified on site with major giveaways and prizing, and through the media with media boxes.
It’s no surprise that big-time events led to big-time results. Over 10,000 people participated live, with nearly 70 million impressions made through earned media. Social media took notice too, amplifying the buzz and driving excitement leading up to the broadcasts.