How Live Nation Used Facebook’s Atlas to Promote Madonna’s Tour

Concert promoter Live Nation used Facebook’s Atlas advertising platform to tie a 66 percent boost in purchases during Madonna’s 2015 “Rebel Heart” concert tour to mobile.

Concert promoter Live Nation used Facebook’s Atlas advertising platform to tie a 66 percent boost in purchases during Madonna’s 2015 “Rebel Heart” concert tour to mobile.

The campaign for Madonna’s tour marked Live Nation’s first global, end-to-end tour launch with Atlas, and it relied heavily on applications and mobile, including search, social and programmatic/video display channels.

Atlas was able to help ensure that the right creative was sent to the right devices, as well as giving Live Nation accurate data to formulate its strategy for similar campaigns in the future.

Atlas also pointed out that one of the top-performing channels during the campaign was the one for dating app Grindr, adding that if Live Nation had used a standard third-party platform to serve those ads, the results would have shown zero tickets sold.

Atlas

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in