BBVA Music Sessions
TITLE:
LOCATION:
Los Angeles, CA
CATEGORY:
Public Relations/Communications | Strategic Programs | 76c. Interactive Brand Experience ($175)
WEBSITE:
Building upon the momentum of the award-winning 2018 concert series, AXS revamped the BBVA Music Sessions for 2019 to amplify the financial institution BBVA’s rebrand and create genuine brand excitement through stronger events and more meaningful fan experiences. AXS, a leading ticketing and digital media company, activated quickly rising, demographically-aligned artists to perform in five of BBVA’s key markets, with performances broadcast on both artist and AXS social channels. Kicking off with a massive outdoor concert in Houston, rising pop superstars Alec Benjamin and MAX drew over 4,000 millennial and Gen-Z fans to Discovery Green park, where exclusive merchandise, VIP upgrades and rare artist interactions led to 90% of attendees reporting an increase in positive association towards BBVA, according to a post-event survey. AXS leveraged this brand and series excitement to execute four additional concerts in other key markets, inviting local fans to experience their favorite new artists up close. Both live and digital content reached and connected with fans in multiple demographics, indexing strongly in the target 18-24 and 25-34 ranges. The series has amassed a current total of 23.5 million digital impressions, with video content showing notable year-over-year increases in reach, watch time and reactions, further indicating a more passionate and engaged audience. The creation of memorable live event experiences worth sharing and celebrating led to organic series promotion and brand evangelism, with attendees across all five events reporting stronger affinity for BBVA.