Advertising in Germany by law has to be distinguishable as advertising. As the Instaconcert appeared on a Telekom owned and Telekom branded platform, no restrictions had to be taken into account, apart from honouring the intellectual property of the users, whose videos were used for the Instaconcert.

To make the project possible, the Hashtag was indexed before the actual concert took place.

The concert audience were made aware of it before the concert date using emailings and telekom owned social media.

After the concert all videos were automatically extracted from Instagram by a CMS, which we then used to place the videos at their correct location in time and in the virtual concert venue.

When the experience was working and online, we again used telekom owned social media, emailings and a TV campaign to attract users to the site.

The Instaconcert proved once again that the idea of “Life is for sharing.” is relevant for a broad audience and gave the fun of visiting an exclusive concert for just a few to many more other people.

For numbers please view confidential information.