METALLICA

Overview

Metallica in Germany. Four rock heroes, four cities and one exclusive livestream chat.

Metallica are conquering Germany and a spectacular Wednesday was lying ahead for all Metallica fans. The “4 Horsemen” travelled to all four cardinal points, visiting four German cities and four radio stations.

Following the visits, there was an exclusive fan chat via livestream with all band members, starting at 3pm CET. Every fan could participate using the hashtag #AskMetallica.

At first Metallica split up and travelled to the north, south, east and west to talk about their new album, Hardwired…To Self-Destruct: James Hetfield, Lars Ulrich, Kirk Hammett and Robert Trujillo gave interviews live from 2-3pm CET in Munich (Rock Antenne), Köln (WDR2), Hannover (Radio 21) and Berlin (Star FM). Following the interviews, the absolute highlight of the day was about to begin: becoming a part of the big #AskMetallica fan chat via livestream. Each band member was streamed from their respective station and united in the #AskMetallica multichannel stream; a unique event in the history of Metallica. Fans could ask questions via Facebook, YouTube or Twitter using the hashtag #AskMetallica. The selected questions were answered in the live chat which fans were able to follow via the livestream with Metallica: http://tinyurl.com/metallicalivestream

Key Learnings

• 255,000 Facebook Live streams, 2.8m reach, 8k simultaneous access

• 89,000 YouTube live streams, 7k simultaneous access, 190,000 views VOD after one day

• 800 outlets/media coverage (online & offline)

• Homepage placement/own live player on Europe’s biggest newspaper • Possible bad timing as it was 3pm CET on a working day, which was midnight in most parts of the US.

Key Metrics

Project Budget

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