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Encore Live Presents

Blake Shelton with Very Special Guests Gwen Stefani and Trace Adkins

A memorable concert experience made exclusively for the Drive-In and Outdoor Theater Channel, shown on one-night-only to audiences at nearly 300 venues across North America.

One of the largest of its kind in the history of drive-in theaters.

73 days from idea to execution.

United States and Canada

Challenge

Following the success of the Garth Brooks drive-in concert that aired in June 2020, Encore Live set out to deliver a branded concert series. Encore Drive-In Nights launched its first concert experience featuring country artist and star of The Voice, Blake Shelton, with very special guests Gwen Stefani and Trace Adkins. Encore Live’s second proprietary offering proved yet again that fans are craving safe ways to gather and enjoy their favorite artists during this unique COVID-19 environment.

 

Strategy

Encore Live fostered its exclusive network of nearly 300 independent Drive-In and Outdoor theaters to create the first and largest distribution footprint for music experiences in the COVID-19 era. As part of an ongoing summer drive-in concert series, Encore Live launched the Encore Drive-In Nights brand, with Blake Shelton as its first headlining act. The goal was to safely bring new music and an unforgettable experience for friends, fans and families to enjoy together.  

Outcome

• Category Leadership

Encore Live has been recognized by the likes of Billboard and Rolling Stone, the Today show, USA Today, CNN, and The Wall Street Journal as a pioneer in delivering premium music content in a safe and CDC-approved fashion. 

• Consumer Delight

As the first concert produced as part of the Encore Drive-In Nights brand, Encore Live leveraged its creative partners to create a high-quality, pre-recorded experience that was overwhelmingly referred to as being as good as a live concert. Consumer feedback from this one-night-only show was highly positive, with strong emphasis on the cinematic quality of the more than two hour show. For many concert goers, it was a welcome night out that allowed them to feel a sense of normalcy in the pandemic era, all while connecting to the music and their surrounding community.

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