The Brief

Insight and Strategy For an unsigned indie band like Busco, having no connections and no money meant that it was even harder to get gigs and produce new music. They needed a breakthrough idea to break into the music scene. Busco knew that concerts were where they could find many record executives. So they needed find a way to perform at every major concert. But there was a problem. Busco had no contacts with concert organisers.

Describe how the promotion developed from concept to implementation

Idea and Execution In true rock star fashion, Busco decided to hijack all the concerts with their Invisible Concert Tour. The Invisible Concert Tour uses a mobile web application to broadcast their performance — live from their studio, to smart phones.

Describe the success of the promotion with both client and consumer including some quantifiable results

Results This unique concert experience got fans seeking out concert promoters to put Busco on stage, and in person. It also helped Busco reach a new set of audience resulting in Busco gaining 50% more followers on their fan page to date. Busco is fast transforming from tomorrow’s killer band to today’s headlining act.

Explain why the method of promotion was most relevant to the product or service

How It Worked This web app allowed Busco to hijack every concert they could by geo-tagging their performance to the concert venues. To promote the Invisible Concert Tour, Busco also hijacked social media postings about upcoming concerts. Once the concert goers arrived at the concert venue, the web app would detect their location. This allowed them to access the live stream on their smart phones. The exclusivity also gave Busco an edge by becoming the opening act of the concert instead of actual opening act.