Live from Tennessee

Tennessee wanted to showcase itself as the premier music destination. Since many famous artists live in the Volunteer State, it’s common for them to pop-in and perform in small venues. Even on street corners. To show what that’s like, we put on the first interactive live-streamed concert. Over three days, artists were beamed from Tennessee to Downtown Chicago via a two-sided digital billboard. The screen showed front and back of the artists, giving the appearance they were standing on the sidewalk. Passers-by got an intimate concert, and could interact with the artists—who took requests, signed posters, and gave away trips. A single screen generated 1.24 billion earned media impressions, and Chicago bookings to Tennessee increased by 139 percent. Tennessee Department of Tourist Development Kevin Triplett TDTD Commissioner Brian Wagner TDTD Assistant Commissioner, Marketing Cindy Dupree Tennessee Department of Tourist Development Director of Public Relations Samantha Hoit Tennessee Department of Tourist Development Director of Marketing VML Debbi Vandeven VML Global Chief Creative Officer SAME John Godsey VML North American Chief Creative Officer Allison Pierce VML Group Creative Director Ryan Simonet VML Creative Director Josh Eithun VML Senior Art Director Mars Denton VML Art Director Megan Davey VML Associate Channel Director Ethan Downing VML Producer Nikki Hardin VML Supervisor, Analytics & Data Insights Bill Patterson VML Channel Director, Public Relations Shali Wade VML Group Director, Client Engagement Jason Cooper VML Director, Client Engagement Sarah Duggan VML Director, Client Engagement Kelly Fischer VML Senior Channel Manager Belinda Kocen VML Senior Channel Manager Kelli Shannon VML Associate Producer Kristin Gritt VML Senior Channel Strategist Ryan Schooley VML Lead Web Developer Todd Greathouse VML Consulting Manager Flytevu Jeremy Holley Flytevu Partner Laura Hutfless Flytevu Partner Natalie Logan Flytevu Public Relations MTP, Inc. Michael Thelin MTP, Inc. Director OutCold Fritz Heffinger OutCold President