Nyla & Lara x Neuland Concerts

For the Jason Derulo concert in Cologne, Bitstream partnered with Neuland Concerts and our creators Lara (mthlara) and Nyla (nyla.hpr) to create an unforgettable fan experience. The goal was to amplify the concert’s visibility and connect with the community on a deeper, more emotional level. Instead of a typical ticket giveaway, we designed a full-scale community event that combined influencer storytelling, lifestyle experiences and real-time content creation. I managed the entire campaign from start to finish – from matching the right creators and developing the giveaway mechanics to coordinating all brand and creator touchpoints and executing on-site. Six lucky winners were selected to enjoy a special “Girls Day,” including a night at the Steigenberger Hotel, brunch at Zadem, a soundcheck visit, custom bracelets from Oh Bracelet and a personal meet-and-greet with Jason Derulo, which also included content creation with him. The highlight was, of course, the concert itself, where they joined 16,000 fans for an unforgettable performance.

Results

The campaign was a huge success, with impressive results across multiple platforms. Lara’s TikTok video with Jason Derulo garnered 1.3 million views and 214,000 likes, while Instagram Reels from both Lara and Nyla reached over 675,000 views and more than 21,000 likes. All content was shared organically, resulting in extremely high watch times and engagement rates. The community response was overwhelmingly positive, with hundreds of comments, DMs and contest entries showing how engaged the audience was. The real-time documentation of the day through Stories and vlogs allowed followers to feel like they were part of the journey. Unlike typical concert promotions, the content focused on the full fan experience, resulting in a more meaningful and lasting brand impact.