The world’s global leader in live entertainment. You can just imagine our digital agency’s enthusiasm when Live Nation tasked us with creating an interactive marketing campaign. Live Nation’s summer concerts were about to get personal and sharable via millions of fans across social media.

LiveNation

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LiveNation

The world’s global leader in live entertainment. You can just imagine our digital agency’s enthusiasm when Live Nation tasked us with creating an interactive marketing campaign. Live Nation’s summer concerts were about to get personal and sharable via millions of fans across social media.

Overview

Live Nation is an American brand with HQ in Beverly Hills, and over 10,500 employees worldwide. The company promotes, operates, and manages ticket sales for live entertainment in the United States and internationally. The brand wanted a social media campaign that encouraged music loving fans to attend live summer concerts while getting them to share what musicians and concerts they were most interested in. The goal was to create a fun and interactive campaign that culminated with a shareable asset so that users could share with friends across social media.

LiveNation

Services

Concept / Mobile First Design / UX/UI, Interaction Design / Motion Graphics & Animation / Illustration / Web Design, Web Development / Marketing Campaign / Personalization

Strategy

We determined that for this new campaign to be extra sticky across social media, personalization and customization would need to blend incredibly well. The heavy lifting was within creating and sketching the various scenes of the interactive experience, all while achieving a balance of ease of use and high interaction. The short yet highly engaging journey of selecting musicians and concerts was at the core of the campaign.

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MOTION GRAPHICS & PERSONALIZATION

The digital campaign provided users with a fun experience that combined illustrations and motion graphics. Animated elements and graphics were added in layers to create a distinctive look and feel. This included background patterns in a constant looping motion, iconography, selection options for musical genres, and short data forms.

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SHARABLE PERSONALIZED CALENDAR

The unique design helped highlight the musicians and musical genres available. All of the interactivity quickly and elegantly captures the user’s information that would allow for the personalization of a sharable asset. At the end of the experience, the user is provided with his or her custom creation, a shareable Summer Concert Lineup in image formats ready to be shared with friends and family.

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WEB ANIMATION

All campaign scenes were then fully developed and optimized for the web, but it was the web animation that truly brought this campaign to life. Unique design elements alone would not have provided anywhere near the same incredible effect as the memorable impact resulting from adding a layer of fluid animation.

Play

MOBILE FIRST DESIGN

With a mobile-first design approach, we focus entirely on the mobile experience. In addition to working with considerably less space than on a desktop screen, we are constantly looking for ways to enhance optimization. Not only because we want the experience to feel light and easy to use, but also because everything must load incredibly fast. Balancing heavy web animation and fast load speed is definitely an exercise of technical expertise and artwork.

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