Five-Part Concert Series
The “One Night Only Concert Series – Presented by Wells Fargo” is a curated celebration of fast-rising and beloved artists across the country in 2023. In a series of 5 exciting events, the One Night Only Concert Series provided in-person and digital opportunities to explore 5 brand-approved, theatre-level acts who performed in cities where Wells Fargo has a strong presence. Each show provided on-site benefits for Wells Fargo VIPs, guests and customers.
PERFORMANCE REPERTOIRE 2023 SCHEDULE
JANUARY 25
SAN FRANCISCO, CA
The Regency Ballroom
Fitz and the Tantrums
FEBUARY 25
ATLANTA, GA
The Eastern
Colony House
APRIL 26
NEW YORK CITY, NY
Terminal 5
M83
JUNE 25
LOS ANGELES, CA
El Rey Theatre
Us the Duo
JULY 28
DALLAS, TX
The Factory in Deep Ellum
Michael Franti + Spearhead
Campaign Objective
The One Night Only Concert Series presented by Wells Fargo provided in-person and digital opportunities to engage millions of music fans across the country throughout 2023 and provide customers with high-end, cutting-edge entertainment experiences. Each event of the 5-part series offered an in-person experience that included special benefits for Wells Fargo customers.
Additionally, AEG Studios and Wells Fargo created a simulcast livestream experience exclusively for their customers that was featured on a Wells Fargo-branded event microsite and artists’ organic social media, and promoted through paid social amplification.
360º Program
AEG partnered with Wells Fargo to provide customers and fans across the nation an exclusive opportunity to be part of the first ever One Night Only Concert Series presented by Wells Fargo. Whether in-person or at-home, we were able to give both attendees and viewers a true fan-driven experience.
PARTNERSHIP SUCCESS
ON-SITE OPPORTUNITY
Provided exclusive benefits and tiered access for Wells Fargo customers and guests.
VIRTUAL OPPORTUNITY
The livestream provided fans with an engaging virtual concert experience at various access points across the web.
KEY TAKEAWAYS
Succeeded by providing a 360-degree experience, enhancing brand awareness, and reaching a broad audience through diverse promotions.
ON-SITE OPPORTUNITY
Wells Fargo invited VIP guests for an elevated experience which included a private entry line or entrance, a pre-show cocktail hour, an open bar and private viewing areas for the evening. Wells Fargo customers who attended each venue received unique offerings and benefits such as free water and popcorn, redeemable upon proof of being a Wells Fargo customer. Following the event, the Wells Fargo VIP guests were sent a custom framed photo from the evening. All onsite attending fans were presented with an exclusive commemorative poster, co-branded with Wells Fargo and the artist.
VIRTUAL OPPORTUNITY
Fans could tune in through social media to watch on Instagram Live with high fidelity audio, or on Twitter, where they could leave real-time comments and interact with other fans livestreaming the show. Fans also had the option to stream from a custom microsite branded for Wells Fargo. Utilizing all three platform allowed Wells Fargo to reach fans in their native environments and create a familiar, recurring strategy for viewership.
KEY TAKEAWAYS
FULL EXPERIENCE
Providing a 360-degree experience allows for various tiers of access and engagement; fans at each level – whether a private guest, existing customer or potential customer – could gain access to the One Night Only Concert Series presented by Wells Fargo in their own unique ways.
BRAND RECOGNITION
The Wells Fargo brand garnered increased awareness, retention and affinity throughout the concert series as a result of its relevant messaging, clear campaign voice and consistent touchpoints online.
TARGETED AUDIENCE
Driving multi-faceted promotions and simulcast experiences allowed the One Night Only Concert Series to reach fans at several powerful access points from digital marketing, social media, email, physical signage, artist communications and more.
