On 3rd August 2021, Tony Bennett turned 95 years old. This was cause for celebration! To mark the momentous occasion, we launched a comprehensive social countdown campaign across his channels which drove donations to Tony’s favourite charity, maximised awareness around his upcoming album with Lady Gaga, and coordinated a messaging campaign with his influential friends and followers.

We started 95 days out from his birthday by posting daily graphics encouraging fans to donate to Exploring The Arts, a charity near and dear to Tony’s heart, helping to keep the arts available to school-aged children. Each day’s graphic highlighted a reason to donate or a reason Tony supports this charity.

As we got closer to his birthday, we announced that Tony Bennett and Lady Gaga would be releasing their second and final album together, Love For Sale, and that they would be performing together one last time on Tony’s birthday and birthday week at Radio City Music Hall. The first single from the album, ‘I Get A Kick Out Of You’, was released to DSPs on Tony’s birthday.

The Radio City Music Hall performance was filmed for a TV special, One Last Time: An Evening With Tony Bennett & Lady Gaga, set to premiere over Thanksgiving weekend on CBS.

To celebrate the big day and get all eyes on Tony Bennett for his 95th birthday and single release, our team crafted an email to send to Tony’s best friends in the entertainment business reminding them of Tony’s birthday, and encouraging them to send their birthday wishes and reasons why “I get a kick out of Tony Bennett.”

On his birthday, we saw posts and received videos to share out from Bono and The Edge, Martin Scorsese, Paul McCartney, Billy Joel, Keith Richards, James Taylor, Robert De Niro, Alec Baldwin, Andrea Bocelli, Thalia, Lady Gaga and more.

The cherry on top of a successful birthday campaign: The state of New York declared 3rd August as Tony Bennett Day, and Tony’s long-time label Sony Music endowed a Central Park bench in his honour.