Company: MAC Presents, New York, NY
Company Description: MAC Presents is an award winning sponsorship and fulfillment agency based in New York City that executes partnerships between the world’s leading brands and artists. With expertise in the music industry, we create authentic brand connections that produce unique experiences and ignite consumer passion. Our programs reach targeted audiences and deliver impressive results for our clients.
Nomination Category: Marketing Campaign Awards Categories - Specialty
Nomination Sub Category: Small-Budget Marketing Campaign of the Year (<$3 million)

Nomination Title: Green Day Live in New York City presented by Nokia Music and AT&T

Tell the story of this nominated marketing campaign for the judges (up to 525 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

Nokia was launching Nokia Music in the United States during the same time period Green Day was scheduled to release the first of a trio of new albums. MAC Presents pitched Nokia Music and AT&T a program with Green Day that would launch the new free music service to a targeted audience, create media buzz, generate consumer impressions, and increase social chatter around the new platform.

MAC Presents brokered the agreement and was hired to handle all activation. The MAC team developed a comprehensive strategy that included a social media campaign, drive to retail (AT&T Store in Times Square), live performance in NYC with on-site activation and a VIP experience, live stream from the concert (first three songs), exclusive content including an online listening party for the album one week before it was released, and extensive press coverage.

As part of the promotion, a Nokia Music/AT&T co-branded Facebook tab was created on Green Day's official page to reach the band’s 25 million fans. The “Numero Uno Fan” contest lived on the tab and was developed to introduce fans to Nokia Music and give them a unique experience and the chance to win great prizes. Using the social media engagement platform PunchTab, 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 @Music_Nokia 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 leader board. Top fans were awarded tickets to the Green Day concert at Irving Plaza in NYC.

The social media campaign was a tremendous success, with users completing over 179,000 social actions and generating over 165,000,000 social impressions. This includes over 20,000,000 impressions generated on Twitter utilizing #NokiaMusicATTGreenDay. Furthermore, over 92% of @Music_Nokia followers were acquired on the cobranded tab.

Co-branded activation areas were set up at the Green Day concert for fans to interact with Nokia Music and AT&T before, during, and after the show. Brand ambassadors distributed over 1,000 radio-frequency identification (RFID) wristbands to the attendees which were uniquely associated with each fan’s Facebook account. Once their wristband had been registered, fans could check-in to the concert on Facebook, automatically upload pictures to their timeline, and enter-to-win prizes including an autographed Green Day guitar or album box set. At the photo green screen, fans could also have their face superimposed onto the covers of Green Day’s three upcoming albums. All posts facilitated through the RFID wristbands were tagged with #NokiaMusicATTGreenDay and garnered over 326,000 impressions.

MAC Presents coordinated an exclusive album listening party on the Nokia Music and AT&T “Numero Uno Fan” tab where fans could stream ¡Uno! in its entirety from September 18 through September 25 at midnight, when the album was released to the public. 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.

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Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 125 words):

Marcie Allen is President of New York City based sponsorship and fulfillment agency MAC Presents. Allen leverages her seventeen years of music industry experience to negotiate high profile sponsorships between the world’s leading brands and artists. Allen has executed partnerships on behalf of brands including Jeep, Microsoft, Samsung, AT&T and Nokia, and is a seven time nominee and two time winner of Billboard Magazine's Concert Marketing and Promotion Award. Prior to starting MAC, Allen owned and operated MAD Booking & Events for over five years, which booked and produced music festivals across the country. Allen was named to Billboard Magazine’s Women in Music in 2010, 2011 and 2012 and is on the board of directors for TJ Martell Foundation.