With over a dozen performing artists, numerous brands, and thousands of fans, our challenge was to create a real-time social content experience that brought all of these entities together to capture the enormity and off-the-charts excitement of the live performances by world-class artists including the Roots, RUN DMC, Busta Rhymes, Imagine Dragons, Zac Brown Band and the Foo Fighters — all leading up to the biggest sports event in the United States.
We delivered this experience with an on-the-ground social production team that captured every element of the physical experience – from the 12-degree freezing temperatures to the backstage celebrity action – and engaged online fans by sharing their tweets and Instagram photos in real time.
We created an innovative online viewing experience with real-time content being published an average of every 3 seconds simultaneously on RollingStone.com and E! Entertainment. The experience allowed audiences to shift from merely watching the three day concert to interacting with it, moment-by-moment.