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Linkin Park x Chevrolet – Integrated Concert Promotion

OVERVIEW
MGI developed and delivered an integrated promotional campaign that brought together global rock band Linkin Park and Chevrolet, creating a unique fan engagement experience that elevated both the concert and the automotive brand. The campaign combined experiential marketing, consumer activation, and live entertainment to generate excitement before the event and strengthen brand connection.
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CLIENT

Chevrolet / Linkin Park

OBJECTIVES

The objective was to increase concert ticket sales while enhancing Chevrolet’s brand visibility through an innovative consumer promotion. By creating an interactive campaign that rewarded passionate fans, MGI sought to drive audience engagement, generate media attention, and deliver a memorable experience that connected music, lifestyle, and automotive branding.

SERVICES DELIVERED

MGI designed and executed a fully integrated promotional campaign centred around an exclusive “20 Lucky Keys” activation. Fans were invited to share why they deserved to win, with the most passionate entries selected to participate in a VIP pre-concert experience.

Prior to the concert, the selected winners attended a special pre-party and vehicle reveal, where each participant was given a key and invited to unlock a Chevrolet vehicle. One lucky fan successfully unlocked the car and received exclusive signed Linkin Park merchandise, creating a highly engaging and memorable brand moment.

The campaign successfully generated excitement in the lead-up to the concert, increased fan participation through interactive digital engagement, and strengthened the partnership between Linkin Park and Chevrolet. By combining experiential marketing with live entertainment, MGI delivered a campaign that enhanced both ticket sales and brand awareness while creating a unique experience for fans.

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