In February 2020, Cadillac launched the next-generation 2021 Escalade. It is the most technically advanced Escalade ever, featuring many industry-firsts (curved OLED display, AKG 36-speaker sound system). These are key differentiators in a segment that includes significant new competition. A month after the launch, COVID hit and Cadillac canceled experiences designed to showcase product features to key audiences. To maintain Escalade’s dominance, Cadillac needed a compelling way for people to discover this new product from the safety of their home. 

If quarantine taught us anything, it reinforced the power of live music. Music is core to Cadillac’s DNA. The brand is mentioned in over 3,500 songs. While we couldn’t bring people together in real life, Cadillac could still use live music to transport people someplace extraordinary, and in the process showcase the next-generation Escalade. 

Inspired by Escalade’s “Never Stop Arriving” campaign, we developed The Arrival Sessions, a digital livestream that paired two artists at different points in their careers for a one-night-only performance. The legendary Roots and new arrival Baby Rose took the stage December 17, 2020 at New York’s iconic Irving Plaza. In addition to a 45-minute live performance, The Arrival Sessions featured bookend content showcasing the artists and the 2021 Escalade. 

The Arrival Sessions was produced in partnership with Live Nation and delivered via the Twitter ‘Live from Home’ platform. The concert was promoted via 360-integration including support from Cadillac-owned channels, Live Nation Social and through both artists.

The Arrival Sessions was a memorable and highly entertaining experience, executed in an elevated way that dovetails perfectly with the brand. It:

·       Engaged more than 11 million viewers

·       Earned 33M impressions

·       Was the highest performing livestream on @LiveNation Twitter in 2020

Furthermore, today Escalade has retained its position as the top-selling SUV in its segment.