Tech major Intel Corporation and MTV Iggy, MTV’s global music brand, have unveiled “The Music Experiment,” an all-new series of free live shows held at secret locations in select U.S. cities and powered by fan activity on social media.
Through “The Music Experiment,” each fan tweet using #musicexperiment will incrementally zoom a satellite map and reveal locations where fans can obtain ticket, venue and theme information for the live shows.
The experience begins at musicexperiment.com, where fans can access the map and interact with exclusive artist content. Engagement continues as fans attend the shows and participate in videos which are featured on MTV’s on-air, online and social media platforms.
The first “Music Experiment” show features Icelandic artists Of Monsters and Men and will be held at a yet-disclosed, offbeat venue in New York City today, July 26. Additional shows will be held through November, and include performances by Santigold in Chapel Hill, N.C.; and The Jezabels in Portland, Ore.
“As a result of our relationship with MTV and our joint effort on The Music Experiment, we are able to pair two iconic brands to provide an unforgettable technology and music experience,” said David Veneski, Intel’s U.S. media director.
“As we build out the Ultrabook category, we’re acutely focused on an audience younger than we’ve ever targeted before. Entertainment, with music at the forefront, is the foundation of our advertising focus in 2012 and is a medium that resonates well with this audience.”
“‘How can we make the connection that fans and artists have built through social media, turn it into a full-on creative collaboration, and reinvent the concert experience?’ That’s the question driving ‘The Music Experiment,’” said Nusrat Durrani, general manager of MTV Iggy, a multi-platform global music brand connecting America with music and pop culture trending around the world.
Custom commercial spots on MTV, MTV2, mtvU, MTV.com, MTV2.com, mtvU.com and MTVIggy.com will tease the secret shows and drive fans to musicexperiment.com.
Fans can also access the “Music Experiment” Facebook app, which rewards the most engaged fans with VIP passes to the shows, a special post-show screening and a chance to win Intel-inspired Ultrabook devices.