Allman Brothers Band Case Study

Online Simul-Social-Streaming

MYOUTERSPACE LogoHow to take a concert hall experience to the internet.

Objective
The Allman Brothers Band “Beacon Run” concert series in New York City (10 concerts in March, 2009) was a 40th anniversary celebration of this annual month-long concert. Surprise guest appearances by The Grateful Dead, Eric Clapton, and others. The Allman Brothers wanted to offer online concert entertainment that would not be advertising-based, so that fans would not be bombarded and disturbed, but could enjoy the concert experience as if they were there. The objective was to draw enough subscribers to cover the costs of launching the online program.

Outcome
The technical platform was rolled out in four weeks, and marketing to online subscribers began February 1st. Wyndstorm tailored their simul-social-streaming application to host the live concert. Viewers were able to chat and post during the live event, as well as to enjoy chatting with band members and watching exclusive video footage of archived concerts and interviews with band members and guest performers.

As a result of the online promotions campaign conducted by Wyndstorm, the financial results of the campaign exceeded expectations, and the program was such a success that fans have driven the extension of the subscription beyond the target.

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