A global tour requires absolute excellence. We worked with crews to find the opportunities for a new approach - from load in/out times, voice/video/text needs and more. We pulled from our different business units across the company-sales, engineering and marketing-to put together the right solution.

Our networks carry more than 80% of the world's data. Our connections create experiences across business and society, so we were in a unique position to elevate the concert experience. Our insights gained from every industry we support, show cutting edge technologies are the key to transform the live music experience. We used insights to bring fans in the arena crystal clear, lag free video and fast, reliable Wi-Fi connections during the show. And we used the same techniques that secure the world's financial markets to protect everyone on the tour as they communicated over video, voice, and computer-on site and remotely.

In today's digital world, a music experience as memorable as U2's Joshua Tree tour deserves a live-music experience that is just as amazing. We believed our technologies could fundamentally change the experience for fans, artists and concert creators alike. If we did it right, we would not only extend the live music experience beyond the arena, but also forever change the way promoters approached their shows.

Every one of our marketing efforts is a unique combination of art and science. We designed this one to engage audiences in new ways and showcase the technology that made it possible. We refined our plan based on data analytics from the content and experiences our customers value most, blending a variety of marketing tactics including online targeting and personalized content, off-line tactics including a bespoke experience and greater access for key customers at the shows themselves. By using video and social and sales content to engage customers prior to the concert, and delivering memorable new experiences at the show itself, we were able to create a remarkable fan experience and drive significant business results for the company.

Designed specifically to reach existing and potential Cisco customers in the B2B space, the success metrics for this program were based on overall brand perception/lift, impact on sales across all verticals, and future opportunities for Cisco in the live music space.

The program was extremely successful, giving Cisco buzz in the music industry and opening the door for new partnerships. Cisco reached more than 2.5 million fans indirectly and over 100 customers directly through backstage tours and hospitality experiences. The result was creating and accelerating millions of dollars in sales opportunity for Cisco. The creative execution and video also drove increased awareness for Cisco through limited digital marketing.

The tour included 51 shows at stadiums across North America, Europe, and Latin America.