With the Backstreet Boys as the headliners, sharing the stage with Post Malone, Fergie, Kelly Clarkson, Cardi B and more, we were responsible the iHeart Radio Jingle Ball 2017 digital ads and in-concert experiences.
Along with quick turnarounds and an expanding set list, this holiday themed concert at the Air Canada Centre needed to to be vibrant, colourful and playful at every touchpoint. This project required high attention to detail, creativity, and clear communication with the iHeart Radio team.
Our multi-phased approach included honing the creative and messaging depending on the communication channel to first drive ticket sales, and then amplify the in-concert entertainment experience. Knowing the demand associated with concerts and their predisposition to change, the Tyger Shark team committed to ensuring, by any means necessary, that all creative arrived on time and was revised proactively as soon as line-up changes were confirmed.
Working with the iHeart Radio team, we developed punchy creative that brought the poster artwork to life and gave the show a unique personality. This personality would be re-imagined in every medium and format for eye-popping commercials, jumbotron ads, billboards, rich media, dynamic ad units, t-shirts and on-stage visuals for the show. By opening night, over 150 creative elements were delivered across more than 8 communication channels including social, iHeart Radio & Partner sites, OOH, in-Concert Experience, TV, print, email marketing and merchandising.
The 2017 iHeart Radio Jingle Ball digital campaign was launched in October and helped sell out the highly anticipated show in 10 days. The concert experience re-created a neon winter wonderland for the fans and provided the perfect backdrop to the performers on stage. Jingle Ball was performed live for over 20,000 fans on December 9th at the ACC and broadcasted to millions of television viewers watching at home.