Tennessee wanted to showcase itself as the premier music destination. Since many famous artists live in the Volunteer State, it's common for them to pop-in and perform in small venues. Even on street corners. To show what that's like, VML put on the first interactive live-streamed concert. Over three days, artists were beamed from Tennessee to Downtown Chicago via a two-sided digital billboard. The screen showed front and back of the artists, giving the appearance they were standing on the sidewalk. Passers-by got an intimate concert, and could interact with the artists—who took requests, signed posters, and gave away trips. A single screen generated 1.24 billion earned media impressions, and Chicago bookings to Tennessee increased by 139 percent.
