Chivas Live

We took the Black Eyed Peas to the Shanghai Opera House for an exclusive branded event that was watched by an MTV audience of 3.5m.

Project Description

To inject dynamism and contemporary energy into Chivas Regal, whilst retaining the luxury values of the brand, we developed a global music platform called Chivas Live.

We gave 650 selected guests a once in a lifetime opportunity to see The Black Eyed Peas performing in a small, stylish & sophisticated venue, the Shanghai Opera House for an exclusive “audience with…”  evening with the stars.

Our activity was broadcast comprehensively throughout Asia on MTV and ‘watch again’ online with multiple transmission viewed by over 3.5m people. A bespoke microsite www.chivaslive.com including highlights and behind the scenes content gave a further 200k people the opportunity to stream the event live online.