State Farm NBA x Music:
Neighborhood Sessions
IG + Facebook Live streams• Social •Documentary
In the past, Neighborhood Sessions was a TV concert series that usually followed a musician giving back to the community that made them. When we discovered NBA All-Star Weekend was going down at Mardi Gras, in New Orleans, we switched things.
We tapped New Orlean natives DJ Khalid and Chris Paul to host the show of an epic Live Stream concert with an All-Star ensemble of artists.
Facebook Live + Instagram Concert
Previous Neighborhood sessions had been aired on TNT with low viewership. so we brought the show to MILLENNIALS’ phones through a 5-camera Facebook live stream with done+dusted – producers of the Victoria’s Secret Fashion show.
Instagram Stories
BTS + Fan Restreams
We also streamed BTS angles live from Chris and Khaled’s IG stories. As did 1000s of fans.
Results:
We beat Lady Gaga’s Facebook Live record in the first hour. Got 30x more viewers than previous TV broadcasts. And got hip-hop fans enthusiastically chanting the name of the brand
Behind The Music Documentary
But most importantly, this show was a celebration and expression of gratitude for all the good neighbors in NoLa working hard for their community. We told their stories through a heartfelt behind-the-music documentary with the help of the Hudson dusters – creators of the and1 mixtape.
