On June 20, 2012, Live Nation officially announced the launch of its previously announced “#MillionTweets of Summer” promotional campaign.

The social media-based campaign, which was first mentioned in early May in conjunction with Live Nation’s Concert Calendar Facebook App as a crucial element of Live Nation’s goal for a greater social media presence, is aimed at creating buzz for upcoming Live Nation summer concerts while rewarding participants with impressive perks.

Twitter, one of the world’s most popular social media platforms, is used by over 140 million users who generate over 340 million tweets per day. And those statistics do not even account for the millions more who read tweets that have been reprinted in various other social media and regular online media outlets. Through its use of Twitter as its promotional medium, Live Nation will have the potential to reach a worldwide audience in a matter of seconds.

In order to participate in the #MillionTweets of Summer campaign, all one must do is register for the contest via the official sweepstakes website. Following that, the #MillionTweets of Summer site will provide a particular concert message to retweet, containing the hashtag #MillionTweets. The use of the hashtag is crucial to the success of the promotion, as the hashtag allows for the creation of a searchable buzz word within Twitter. Throughout the sweepstakes, different concert messages will be created dealing with popular Live Nation sponsored tours from artists including Big Time Rush, LMFAO, Kelly Clarkson and The Fray, KISS, and Dave Matthews Band.

In a statement, Gretchen Fox, VP of social media for Live Nation, North America, said that this sweepstakes is a chance for Live Nation to engage with the Twitter community and reward it for staying interested in the music industry. “We have a 24/7 active live music tweeting community and wanted to find a fun way to give them a chance to win exclusive concert related prizes,” said Fox.

The contest will last until the sending of the one millionth concert message, or until October 15, 2012, whichever occurs first. Throughout the sweepstakes, various prizes will be awarded to participants as the number of tweets sent grows. Under the current prize breakdown, the first prize- six lawn tickets to one winner- unlocks once the 1,000 tweet is reach. From there, prizes include Concert Cash, which can be used for the purchase of tickets to Live Nation concerts, and free concert tickets.

Once the sweepstakes reaches 100,000 tweets, the prizes are all centered on free plane tickets to concerts in New York City, NY; Los Angeles, CA; and Miami or Orlando, FL or exclusive backstage passes to Live Nation concerts. The ultimate grand prize, which will be unlocked with the sending of the one millionth tweet, will send one lucky winner on “a Rock Flight™, which includes two (2) tickets to [the] winner’s choice of one (1) Live Nation produced and promoted concert outside the United States.”

All winners will be chosen randomly from those who have participated by retweeting the various concert messages. Participants are allowed to retweet the messages up to three times a day and each retweet counts as an entry into the sweepstakes.