10 concerts, 100 artist and a projected 2 billion viewers –Live 8 is set to be a huge world event. While the focus will be on the plight of the world’s poorest nations, marketers such as AOL are hoping a few consumers take notice too.
Time Warner’s America Online will broadcast every performance from all the Live 8 concerts around the world. For a further six weeks after the event, access to streaming video archives will also be made available. Marketers hope that this move will help raise consumer awareness of AOL’s upcoming switch to free, all-access, ad supported operation. As means to drive users to their online channel - AOL Music - it will also provide exclusive content free.
Jim Bankoff, AOL’s programming chief said: “You will literally be able to jump back and forth with a mouse between the concerts in London and Rome and Philadelphia.” He added: “There’s no better way than with a massive global event to proclaim we’re now open for business on the Internet around the world.”