Campaign: Light Switch on Charity Concert 2014
Client: Meadowhall
Timescale: September 2014 – November 2014

The Meadowhall Light Switch On Charity Concert 2014 was once again a phenomenal success. MK ran with this campaign and made it bigger and better than last year.

Brief and objectives:

• To raise awareness of the concert through regional and local media
• To implement a comprehensive proactive social media campaign
• To develop a crisis communications strategy for press and social should anything arise
• To liaise with press for celebrity interviews, photo opportunities and videography
• To deliver Meadowhall’s key Christmas and Centre messages through press and social media
• To exceed £50,000 AVE target

Strategy and plan

• MK developed a Critical Time Plan, highlight key actions and dates
• MK revealed each of the acts one by one as a way to create excitement for the event and drive ticket sales
• MK maximised press opportunities through media liaison, competition giveaways and exclusivity

On the night…

• The event was completely sold out with 15,000 people in attendance.
• Due to adverse weather conditions, the concert was moved forward by one hour
• In response to this, MK reacted with a strong positioning statement to explain to press and concert go-ers why this happened
• MK issued the statement across Meadowhall’s social media channels and responded to anyone who was concerned
• This statement was distributed to key contacts with the press who helped spread the message
• Despite the change in time, MK managed to secure all press interviews as previously lined up

Results
• MK has achieved £58,000 AVE to date, more is to be expected
• From September until November, MK achieved 66 pieces of coverage, double of last year
• The hashtag #MeadowhallLights was ranked 6th in trending tweets across the UK at 6pm on the evening
• In the week leading up to the event, Meadowhall received over 1,800 engagements on Twitter (Mentions, Retweets and Favourites)
• In the same week Meadowhall received over 1000 new followers across their social media platforms