Client: Global Poverty Project

Nuell entertainment was responsible for bringing Coca-Cola and Monster Energy in the inaugural year of The Global Citizen Festival – an action-rewarded, awareness driven music festival, where fans engage with causes in order to win tickets. On September 29, 2012, more than 60,000 people attended the first Global Citizen Festival on the Great Lawn in New York’s iconic Central Park. The Festival featured live performances by Neil Young with Crazy Horse, Foo Fighters, The Black Keys, Band of Horses, K’Naan and more. The Festival was a live entertainment event where tickets were accessed through points earned by taking action against extreme poverty, such as signing petitions and sharing information, on behalf of the Global Citizen partners. The Global Citizens Tickets initiative will use this same strategy, digital platform and technology to spur music fans and change makers alike to take action to help benefit the world’s poor. This concert is timed to coincide with the UN Summit to raise awareness and leverage government aid.