U2s Mexico City Takeover

Street of Dreams Video Shoot

The location of the shoot was also key to the experience; rather than utilizing a traditional closed space, the band selected an outdoor historic site, which gave the video a specific location, size and cultural feel all at once. In addition, for fans, this was not only a concert; it was an exclusive behind-the-scenes opportunity that allowed them to be part of the process and created a great deal of buzz and word-of-mouth for the album.

Economic Multiplier Effect

Typically, concerts provide support for local economies in multiple ways, beyond the simple performance value of the artist. The presence of an internationally famous performing artist like U2 generates immediate increases in local business from hotels, restaurants, transportation services, and retail outlets. Concert tourism has been demonstrated to be an effective means of supporting local economies (as Mexico City has shown) and the U2 concert will further demonstrate this effect through the monies spent by residents, visitors, and travelling fans for lodging, food, and transportation throughout the city. From an economic standpoint, the conclusion is clear - cultural events can provide a temporary boost to the economy for a geographic area that is reliant on tourism and has a high global profile.

Historic Plaza Activation

Choosing to use the Plaza de Santo Domingo as a location for the launch of #U22 can add additional dimensions to the event. Unlike other public spaces, this is an atmospheric public space with great historical and cultural significance to the city. As such, this will enhance the emotional connection of the visuals with the audience. For a band such as U2, who have always understood the importance of using imagery and symbolism, performing in a location such as the Plaza de Santo Domingo sets the stage for more than just releasing a new song. It will create a permanent link to the city of Santo Domingo, which will help promote the city and its cultural identity through social media, and other forms of promotion.

Fan Economy Activation

From an economic standpoint, this type of event is unique because it allows fans to contribute to the creation of the content. The individuals who attend the event are not only participants, but also document the event, share it via social networks, and promote it well beyond the actual number of people who were present at the event. This creates an environment for user-generated content to serve as marketing for the event rather than traditional advertising; as a result, the event has a higher profile than it may otherwise have had without the user-generated content. For U2, this is beneficial because it allows them to turn a local event into a global one very quickly when their audience creates and shares content about their experience.

Brand Partnership Opportunities

Events that happen on a grand scale have the ability to create value through partnerships. By hosting events of this magnitude, the city has the opportunity to have tourism related businesses such as hotels, restaurants, the tourism board and local businesses be able to create ways in which they can align themselves with the event. This could include things like special hotel packages, themed experiences and premium hospitality that will connect them to the out-of-town fan base. In this particular case, Mexico City is perceived not only as a place people can visit, but as a place to host a creative international event with business opportunities.

Music Tourism Precedent

It is important to note there is a larger trend at work beyond just what's happening in Mexico City; music tourism continues to show how live culture can help generate economic value across economies. Cities increasingly see their concerts, residencies and album releases as tourism assets and therefore do not treat them as standalone entertainment events; this is an invaluable shift because of how today's fans are making the decision to travel solely for experiences they consider worth the price of a plane ticket (or car). The U2 concert in Mexico City demonstrates this because there is a combination of music, location, and exclusivity that provide the opportunity for both local tourism and international fans.

Content Marketing Masterclass

The kind of rollout the band has done would not get done in the same fashion with traditional media today. The traditional model includes only a polished promotional tape. This campaign uses a more modern technique by allowing fans to be part of the actual filming process. The fans created a considerable amount of organic video content for the brand. The inclusion of fans in the creation of the campaign gives the campaign much more credibility because it feels more genuine and less staged.

Local Business Revenue Breakdown

A major event of this nature generates revenue quickly because, after leaving the event, the fan continues to spend on things like food, hotel accommodations, transportation and shopping. This creates a chain of revenue across various levels of a city's business eco-system (i.e., restaurants, hotels, transportation, shopping areas) as well as throughout the community as a whole. Even if there is a temporary activation (e.g., to promote the event), a large number of motivated fans and a central location help generate a significant amount of spending. Therefore, more and more city planners and small businesses in the local area are recognizing that music events are important, as are other types of events that have high levels of audience motivation and high national visibility.

Government Tourism Strategy

Tourism officials view the occasion as a boon to marketing their cities. Events like this build the image of the city to be more than a transit point but rather as places capable of presenting international cultural events that have both a tangible and monetary benefit for the city to host. This exposure also enhances the city's ability to compete against other tourism destinations for the attention of international visitors using more than just competitive pricing or convenience but rather using those same attributes along with experience to separate themselves from the competition. A successful activation of music will contribute to the eventual branding narrative for the entire city.

Competitive Destination Benchmarking

Compared to other major music cities, the City Of Mexico has a great deal of history, density and a public culture (something very strong) that helps them stand out amongst them. Music cities such as Nashville or Austin have developed a strong musical identity, but the City of Mexico has something different than those cities; an energy that mixes global pop with a deep urban feel that could be filmed. This creates a place for artists that want their images to be visually rich and photographed.

Strategic Implications for Event Planners

The larger takeaway for brands, sponsorships, and tourism boards is that the success of an event today is no longer measured only in ticket sales but rather through its ability to reach a wider audience online, stimulate local economic development, and develop an identifiable connection between the host city and its brand or promoting agent. U2's Mexico City concert delivers on each of these criteria by being a musical experience, providing economic stimulus to the community, and serving as part of a comprehensive digital marketing strategy all at the same time.