CASE STUDY C3 Presents is an independent concert promotion, production and management company. In addition to Lollapalooza and Austin City Limits, C3 Presents is responsible for over 1000 events across the U.S. every year. When Lollapalooza incorporated social media into their marketing strategy, they did so with a bang. The Lollapalooza website was a first mover in allowing its users to engage and share through Twitter, Facebook, Myspace, and more. GREENFIELD IMPLEMENTATION After investing in building out these integrations, C3 wanted to know one thing: “Did it work?” For this, C3 Presents needed a measurement strategy that would provide a wealth of information about social media, such as: z Which fans are sharing content? z What channel is being used the most, and how? z

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