5th Annual Shorty Industry Awards Finalist

Nokia Music and AT&T Present Green Day's Numero Uno Fan Contest

Produced by:

MAC Presents

Date submitted:

March 5, 2013

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About this entry

Green Day’s “Numero Uno Fan” contest generated more than 165,000,000 social impressions and 179,000 social actions by rewarding fans for engagement, using technology from PunchTab.

Fans were encouraged to complete various social actions. Each action earned fans points to move up a leader board and toward the grand prize: tickets to the Green Day concert at Irving Plaza in NYC presented by Nokia Music and AT&T.

The case for why this entry should win a Shorty

Nokia was launching its free streaming service Nokia Music in the United States during the same time period Green Day was scheduled to release Uno, the first of a trio of new albums. MAC Presents saw an opportunity to bring the two together, along with AT&T, to introduce Nokia Music in a unique and buzz-worthy way.

As part of the program, Nokia Music and AT&T launched a co-branded Facebook tab on Green Day's 25 million-strong Facebook page. The tab featured the "Numero Uno Fan" contest, powered by social media engagement platform PunchTab, which was designed to introduce fans to Nokia Music while rewarding them for spreading the word about Nokia Music.

As part of the contest, fans were encouraged to complete social actions including: checking into an AT&T store through FourSquare; watching the Nokia Music commercial; tweeting a message about Green Day using #NokiaMusicATTGreenDay; following the newly-created @NokiaMusic account on Twitter; liking Nokia Music on Facebook; and watching Green Day's "Oh Love" music video. For each social action fans completed, they earned points to move up the leaderboard. Top fans were awarded tickets to the Green Day concert at Irving Plaza in NYC presented by Nokia Music and AT&T.

This was just a start. At the concert, Nokia brand ambassadors distributed RFID wristbands and helped fans register their wristband with their personal Facebook account. Once inside, fans could use their RFID wristband to enter prize giveaways and post pictures from on-site activation directly to their Facebook profile and timeline. One of the activation elements included a green screen photo booth where consumers' faces were integrated onto Green Day's album cover for Uno. Five lucky concert attendees were also given Nokia Lumia 900 smartphones to document Green Day's concert through their own perspective with photograph and video footage. Content was downloaded from the phones and given to AT&T for use in their social media platforms.

Green Day also created three exclusive playlists available only on Nokia Music, with videos of the band creating the playlists posted on the co-branded Facebook tab. To keep consumers coming back to the page, Green Day live streamed three songs from the Irving Plaza concert and posted edited portions of the concert to the page after the event.

The social media campaign was a tremendous success, with users completing over 179,000 social actions and generating over 165,000,000 social impressions.

Additional Information

http://vimeo.com/51233709
http://industry.shortyawards.com/nominee/5th_annual/B9/green-days-numero-uno-fan-contest

Additional measured results:
The 165,000,000 impressions includes over 20,000,000 impressions generated on Twitter utilizing the program hashtag #NokiaMusicATTGreenDay. Furthermore, over 92% of @Music_Nokia followers were acquired on the cobranded tab.

All posts facilitated through the RFID wristbands at the concert were tagged with #NokiaMusicATTGreenDay and garnered over 326,000 impressions.

The album listening party drove over 10,000 unique visitors to the tab within one week.

The promotion also garnered over 50,000,000 impressions from press coverage with featured articles in Rolling Stone, Billboard Magazine, USA Today, Wall Street Journal, Spin, Huffington Post and Event Marketer.

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