CLIENT GOAL
To drive audience engagement and promote Amazon’s Thursday Night Football concert series through an innovative TikTok live-streaming strategy.
Client
Amazon Music
Industry
ENTERTAINMENT, SOCIAL MEDIA TECHNOLOGY
PROJECT SCOPE
STRATEGY, ROBOTIC CAMERA
LIVESTREAM – BROADCAST TO TIKTOK ACCOUNT CREATIVE PRODUCTION
Solution Delivered
Partnered with Amazon Music to design and execute a groundbreaking behind-the-scenes live stream for TikTok, offering viewers a voyeuristic experience of the concert production process.
Execution
- Installed eight strategically placed PTZ cameras throughout the venue, covering backstage, green rooms, and crew activities.
- Built a custom control room on-site to manage the cameras with a two-person crew, optimizing production efficiency.
- Delivered live commentary by TikTok influencers to enhance viewer engagement.
- Incorporated vertical video and overlay graphics, simulating security camera footage for a unique visual style.
- Re-streamed portions of the concert, including live music segments, directly to TikTok to drive viewers to the primary Amazon Music platform.
Impact
- Engaged tens of thousands of live viewers weekly over the seven-week series.
- Increased cross-platform visibility for Amazon Music’s Thursday Night Football concerts, leveraging TikTok’s growing user base.
Key Takeaways
Iterative adjustments, such as adding live influencer commentary, significantly enhanced audience interaction and underscored the importance of adapting in real-time to audience feedback.
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