Premium Content Experience

Bud Light Hotel 3 Day Concert Series

The Ultimate 3 day partaay goes big.


The super-charge of the Super Bowl could hardly get any bigger. That was until Bud Light created the Bud Light Hotel, a 3-day long concert — on a cruise ship and an aircraft carrier. As one of numerous agencies hired to pull off what was to be the party of the year — our goal was to create a rich, visceral live event experience that could bring concert fans around the world an event of lifetime online.

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.


Co-Founder Gretchen Fox’s early experience launching interactive Social TV channels for some of the biggest international sports properties for NASPERS R&D project and Silicon Valley startup MediaZone paved the way for MTO to lead the most cutting-edge online social experiences being delivered online today. We brought our unique approach: truly engaging fans before, during and after each live event to the bigger-than-life Bud Light Hotel.

Our best in class team created and executed a robust content strategy that would create a lean-in experience for online viewers. 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 fans experienced to the backstage celebrity action, and engaged online fans by sharing their tweets and Instagram photos in real-time.

The result was an innovative online viewing experience with real-time content being published an average of every 3 seconds simultaneously on and E! Entertainment. The experience allowed audiences to shift from merely watching the three day concert to interacting with it moment-by-moment.

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MTO’s real-time social media approach creates a new way for brands to connect with audiences in a meaningful way,”

– Blake Morrison, VP of Production, Balancing-Elephant

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