MySpace’s foundation in music communities made them the ideal host. We utilised exclusive MySpace marketing to promote the concert and Tom, the founder, sent a concert bulletin to the entire MySpace community (18-24). Band members were featured throughout MySpace and 'Now What' branded skins/ad units promoted the concert. We secured support from MySpace editorial and marketing, resulting in full-muscle action of the number one global social networking site. A custom-created 'Now What' destination page on MySpace, was the concert hub – providing State Farm and band videos, a custom-branded countdown widget and post-concert footage. Anchors of the event, three of MySpace’s largest online personalities known for their music expertise, added credibility to the user-experience. The concert was filmed by MySpace, utilizing HD cameras to ensure quality user-experience resulting in a 'five-foot experience' that was every bit as good as the “ten-foot experience” or the live show.

Record insurance quotes: +7.5% auto/10.5% renters+1MM streams=largest online event in MySpace’s history(at time)423,362 unique users88,000 streams during one point of concert1MM plays on MySpace180,000 live fan comments+90,000 new friends+500MM unpaid impressions7-hour international broadcast