Tidningsutgivarna är en branschorganisation som arbetar för fria och konkurrenskraftiga medier för ett öppet och demokratiskt samhälle
Aftonbladet - YouLiveFor the last 30 years Aftonbladet have arranged Rockbjörnen, the biggest music awards by the people of Sweden. However new forms of music consumption by the new generation has meant Rockbjörnen's old competition categories have fallen behind and as a result, the awards have lost a great deal of relevance. In order to renew the concept, Aftonbladet wanted to create a genuine live experience where the performer and audience could interact and share an experience together at a given moment in time, even though they were in different locations physically. To create this participation, the audience needed to be able to interact with each other and with the performer in real time. This called for a solution that had never been achieved before.The solution was not purely communication. The solution was an entirely new service. The solution offered an opportunity for the first time in history to experience a live concert together with your friends and also have direct contact with the performer at the same time. By developing an application that enabled real time interaction, the ultimate live experience online was created. YouLive became the campaign where the audience cried, cheered, took photos, made out and wore out their lighters in front of performers who could follow every sign from the audience via a monitor in real time as they performed live from a studio. The results were exceptional: over 2.4 million interactions between artists and their fans took place during the course of seven concerts, in the space of 105 thrilling minutes. And the audience figure of 45,000 outperformed all festivals in Sweden. Previously, Rockbjörnen's homepage has averaged 85,500 unique visitors during the most intensive period. During the YouLive camapign, this number reached 337,000 unique visitors - an increase of almost 300%. Bidrag till ENPA:s 50 ideas for the future of newspapers in Europe.
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