Remember September 2020?

Three seasons into the pandemic, and we were sick of technology. While phones and computers kept us tethered to one another, they also highlighted how physically far apart we were. We were sick of rich celebrities singing ‘Imagine’, and we were over people howling at 8PM. We were sick of live streams of people in their bedrooms.

But what if for one night, we were able to all share a moment of incredible produced live music, using state of the art technology to help us experience a concert together while physically apart. That’s approach we used at Visible – but our event was three nights. And it took place at perhaps the most revered outdoor venues – Red Rocks in Colorado.

Featuring acts Phoebe Bridgers, Megan Thee Stallion, Nathaniel Rateliffe, Da Baby, Sam Hunt and Brett Young, we gave Red Rocks a projection-based make over into a first-ever experience (a lot to say for a 100+ year old venue) – with the band playing from in the stands, with the iconic Red Rocks behind them.

While Red Rocks Unpaused was a massive success it was also an extreme labor of love.

Working hand-in-hand with partners at Twitter, my team developed an all-encompassing social strategy – including paid, influencers, talent and guerrilla social – to drive engagement with the 3 day event. We helped secure 8,684,202 viewers over 3 nights – an increase of +457% to our benchmark. Leveraging social listening and deconstructing past livestream wins (and fails) helped us understand what our audience needed out of an event – and how we could deliver.