THE CHALLENGE

Intel and MTV Iggy needed a high-profile, nationwide touring activation that seamlessly blended music culture, millennial engagement, and cutting-edge technology. The goal was to launch "The Music Experiment"—a series of free, secret-location concerts across four major cities—requiring a multi-platform strategy that could gamify the fan experience on social media, build digital hype, and deeply connect tech-savvy consumers with the Intel-inspired Ultrabook.

THE SOLUTION

STN COLLECTIVE oversaw the technical, production and operations for the tour, an interactive digital campaign starting at musicexperiement.com, where fans tweets using #musicexperiment geo-targeted and unlocked ticket drop locations via interactive maps. At the visually stunning four venues, four concerts took place with customized themes for each show.  The attendees engaged with a live tech installation of custom Instagram-app-equipped Ultrabooks to print and project photos in real time. The experiential footprint delivered an ultra-shareable environment that amplified MTV's on-air and online coverage, successfully generating 180 million impressions and driving a massive lift in brand purchase intent.