In partnership with VMLY&R, Tennessee Tourism teamed up with GRAMMY-nominated artist Kelsea Ballerini, a Knoxville native, for a special homecoming show at her alma mater Central High School, to celebrate the release of her sophomore album “Unapologetically.” To further engage Tennessee’s core Snapchat audience, and to continue growing followers on the platform, the unique concert experience was ticketed exclusively through Snapchat and tickets were claimed in one minute. Media received a custom invitation in the mail with a colorful map of the town that included Kelsea’s favorite local spots, further highlighting the excitement and beauty of Knoxville. Tennessee’s Snapchat also featured custom behind-the-scenes content and interviews with Kelsea leading into the event for furthered fan engagement.
