New Years Eve in Dubai is always an amazing experience. #DXBNYE took the annual celebrations to dizzying heights in 2014 with a massive outdoor concert at the Meydan Racecourse featuring superstars like Pharrell Williams, Busta Rhymes and Dimitri Vegas.
We were tasked with increasing the social buzz around the event by allowing the crowd to share photos on 2 big screens on either side of the stage. Over 700 photos were selected and added to the Hubb on the day of concert and over 4m impressions of the hashtag #DXBNYE were tracked.
We worked closely with our friends at Create Media Group who ran #DXBNYE’s social media activities and consider this to be a industry leading case study in how to use Social Media to promote and enhance a music event.