This week saw the announcement of BBC’s first 6 Music Festival – to be hosted here in Manchester on Friday February 28th and Saturday March 1st at Victoria Warehouse.
The festival was announced on Lauren Laverne’s show on Tuesday morning – broadcast live from Piccadilly Records in Manchester. The line-up was announced over the course of the day, with DJs chatting to bands and playing exclusive tracks from artists appearing at the festival.
To amplify the on-air excitement of the announcements as they happened, Manchester based street artist CHIN was commissioned to spray paint a ‘live’ 96 sheet just next door to the old Hacienda site. The artwork was updated over the course of the day, with the artist adding the name of each act as they were announced on air.
MEC’s Analytics and Insight team have investigated the impact of the on air announcements on social media, measuring Twitter mentions of each artist (alongside the festival) throughout the day. The thickness at any point represents the volume of Twitter mentions.
We can see the distinct buzz created around each artist as they were announced throughout the course of the day. The data also reflects the murmur of Damon Albarn half an hour or so before he was announced as a headliner…
“As Damon Albarn tweeted earlier that he would be chatting to Steve after 5.30pm I’m guessing he’s headlining Friday… #6MusicFestival”
“My money’s on Damon Albarn being announced for 6 Music Festival, he said yesterday he’d be talking to Steve Lamacq tonight…”
The headline act proceeded to generate the most buzz, reaching 746 mentions after the announcement.
MEC View
BBC 6 Music is a unique brand and so this campaign needed to showcase the festival with a unique solution. This approach showcased the fantastic line-up with a large dose of Mancunian flair! This team effort has resulted in a campaign that stretches the possibilities of a traditional out of home campaign.
You can find more information about the event here…http://www.bbc.co.uk/events/e8gmxj