Brands want to connect with music lovers. In this case, thousands of country music fans that came together to see artists such as Chris Young, Eric Church, Joe Nichols, Lee Ann Womack and The Doobie Brothers, among others.
Yahoo has worked with Toyota to sponsor music festivals and live events in the past. The company has streamed other festivals in the past, such as Electric Daisy Carnival (EDC) in Las Vegas, which 7UP sponsored, but this is the first live stream on Tumblr.
The live stream began Friday and ran through Sunday. It's the first brand-sponsored live stream of a concert on Tumblr.
Toyota ran ads on Yahoo and Tumblr, including a Tumblr sponsored day.
Toyota and agency Saatchi & Saatchi focused on millennials on Yahoo's social site because 75% of its traffic is mobile. The music festival typically attracts a wide range of people. Among the 75,000 attendees, many were in their 50s and 60s, gathering to reminisce and relive the music from icons like John Fogerty and The Marshall Tucker Band, whose popularity peaked in the 1960s and 1970s.
Toyota bought Yahoo promotions and Tumblr's Sponsored Day Takeover ad unit that sat at the top of the site. The video player included Toyota branding at the top of the page, and 30-second preroll and shorter videos that ran before content began to play.
For those who never attended the annual event, no doubt it will increase ticket sales, some of which will reach well above $800 per ticket for the three-day festival.
On Saturday, for the first time, Yahoo Finance also hosted a live stream of Berkshire Hathaway's annual shareholder meeting. Brands such as TD Ameritrade and Scottrade sponsored the preshow and halftime report on Yahoo Finance, connecting with viewers through video and display ads.
Chairman and CEO Warren Buffett and Charlie Munger shared their views on the company, the markets and the economy, fielding questions. The duo decided on a Webcast "to enter the 21st century," they wrote earlier this year in a shareholders' letter, suggesting shareholders should not need to come to "Omaha to monitor how we look and sound."