CenturyLink partnered with Brightspot to create an unforgettable event series, blending business networking with a unique Taylor Swift concert experience. This family-friendly, 18-city tour provided the perfect opportunity to strengthen relationships, upsell new services, and generate new business opportunities, all while offering guests a night to remember alongside their loved ones.
CenturyLink had been doing lunch-and-learn events with customers and prospects – and they challenged the Brightspot team to brainstorm ideas for new, top-notch events that together we named “premier events.”
The event goals were to strengthen relationships with existing customers, up-sell new services, and generate pipeline opportunities with new prospects. The local, field events were often co-marketed with B2B alliance partners, so the concept would require partner buy-in too.
Brightspot and CenturyLink teams collaborated to produce a chart-topping hit! A Taylor Swift concert event series in 18 cities across North America would hit the road.
Two uncommon ideas made the concert events successful. First, the team believed family-friendly events would encourage attendance. Second, the event would be a “plus-one” and allow each invitee to bring one guest. Some brought spouses. Or boyfriends or girlfriends. And many brought teenage daughters, which made the CenturyLink guest a rock star at home!
A pre-party reception allowed time to mix and mingle before enjoying the concert with their lucky guests. Attendees interacted with an Instagram frame cardboard cutout (like Taylor’s famous 1989 album cover) and took pictures with a Fuji Instax camera that produced polaroid-type photo takeaways. It was one unforgettable night!
