Snap Your Way In

The Tennessee Department of Tourism launched their Snapchat channel to reach millennials with a free Garth Brooks concert.

  • Branded Content
  • Event Activations
  • Music Licensing
  • Paid Media
  • Publicity
  • Strategy
  • Talent Procurement

The Challenge

Launch Tennessee Tourism’s Snapchat channel to create a one-of-a-kind campaign to communicate Tennessee’s vast music history and engage millennials to visit.

What We Did

FlyteVu, in partnership with VMLY&R and TN Tourism, connected legendary artist Garth Brooks, who was set to earn his 7th Diamond Award from RIAA, making him the best-selling U.S. solo artist of all time (surpassing The Beatles), to bring the prestigious honor to Tennessee as the birthplace and home of his music career. FlyteVu & VMLY&R created a free celebration concert event in Nashville and the only way in was by following TN Tourism’s newly created Snapchat channel. TN Tourism created custom content with Garth to keep consumers engaged throughout the program and the day leading up to the concert event, the state created bar takeovers down Nashville’s lower Broadway and even changing Nashville’s 7th Avenue to Garth Brook’s way in honor of the numeral award. Tickets to the event sold out in 3 minutes and 7,500 fans attended the concert where special guest performers included Reba McEntire, Chris Young, Steve Wariner, Kelly Clarkson, Trisha Yearwood and Jason Aldean. Amazon Music and Budweiser supported the free watch party that took place in the park next to the sold-out venue, which provided activations and concert viewing for the overflow crowd of 7,000.

The Results

First Ever Fan Ticketed Concert via Snapchat Selling Out in 3 Minutes

Attendees from 43 States and 5 Countries

71% of Attendees Were Millennials

31,000 Snapchat Followers in 24 Hours

6.2 Million Snapchat Views in Two Weeks

1 Billion+ Earned Media Impressions

Generated $700K+ in Tourism Revenue


Garth Brooks Is Now The First Artist With 7 Diamond-Certified Albums. Read More

Garth Brooks celebrates 7 diamond albums with free concert in Nashville. Read More

Garth Brooks to Host Free Fan Celebration in Nashville. Read More

Related Work.

Off to Prom 1.0

Journeys, in partnership with Converse, owned the prom space through a multi-phase campaign…

  • Event Activations
  • Publicity
  • Strategy
  • Talent Procurement

Contact Us.

Let’s talk about a project or brief, an open position or to simply get in touch.