Over 20 million social impressions in less than 24 hours
Activated amplification across the official social channels of Katy Perry, Noah Cyrus, AEG, and Capitol Records/universal music
Trending topic on Twitter
2 sold out nights at msg
To promote Katy Perry's two nights of her Witness Tour at MSG, I commissioned popular graphic designer Simone Cihlar for a 3 x 3 grid on Madison Square Garden's Instagram account.
However to make the grid stand out from typical campaigns (which are now standard across the platform), I devised each individual grid to have interactive elements to provide more value in users' feeds.
Utilizing photo carousels, video trailers, Gifs, animated graphics, and "easter eggs," the entire campaign reached 4x the average engagement of content on the channel for MSG and helped achieve two sold-out nights with a significant boost in sales taking place over the course of the campaign.
I also oversaw influencer marketing on the campaign, garnering shares from Capitol Records, Katy Perry's official account, special guest Noah Cyrus, and various other social media personalities.
Art by Simone Cihlar
Animated videos and gifs by Gene Yraola
Trailers by AEG Entertainment
Photos by MSG Photo Services
See the video below to see each interactive element in motion.