If Unstaged 2011, aimed to make viewing a concert digitally feel more live, 2012 was about making the live feel more connected digitally. To enable the at-home audience to not only view an incredible show, but be able to affect the performance; moving their status from passive viewer to active participant. Tactics included:-Vote for a song performance -Control your view by choosing the “Director’s Stream” and alternate camera angles.

-Live “pre-show” with the director and band -Original content to leak experience -Press-Pass Challenge on Facebook – In partnership with Billboard.com-Custom chat - Chat with the global audience or privately with Facebook friends-Crowd-sourced Unlock – Cumulative chatter unlocked exclusive content (live tracks, behind-the-scenes photos) In 2012, in conjunction with partners YouTube and Vevo, UNSTAGED went beyond the PC, becoming the first-ever multi-camera live stream available on iTV, tablet, and mobile devices.

Scale:- 37MM Livestreams- 77.5MM Total Content Views (on-demand content+livestream)- 209K social posts (Facebook/Twitter) – multiple Twitter trending topics- 1Billion+ Media Impressions with a 0.29% CTREfficiency:- $0.09 media CPV (industry standard - $1.07)Engagement:- Average Time Spent on Livestream: 21.1 minsBrand:- 15% increase in American Express Brand Favorability each show- American Express sponsorship association has steadily increased with each show, evident by - Amex branded buzz showing a strong association (most evident in Sugarland (95%) and Coldplay (85%))Additional UNSTAGED Statistics:- Significant growth artist fanbase during campaign - Coldplay saw spike of 44K on the day of the livestream.