To support launching the new Timberland FLYROAM sneaker, MKTG has studied, with four hands at the company, a unique event that is capable of working in an integrated way: online and onsite, from drive to store to celebration on field. On 3 October, Timberland was really pointing ‘up’ so that its consumers, having bought and challenged the fate in a contest, were able to take part in the first Concert In The Sky that saw them together with the Milan rapper Marracash stars on a suspended platform at 40 meters high.
Over 2,000 people gathered at Porta Genoa’s Gateway to a never-before-done happening that surprised and enthused, sparking on social media viral stories, videos and selfies to celebrate a unique event of its kind. The King of the Milanese Rap has challenged the height, moving smoothly inside the flying platform and making an engaging show that could be seen in every detail even through a maxi screen placed on the stage where the artist then finished the concert.
Via:: MKTG Blog