AWR MUSIC × TEG LIVE EUROPE
How we drove ticket sales for The Music of Square Enix’s one-night Wembley debut — with an exclusive 50% offer for our community across editorial, social, newsletter and display.
THE SHOW WE PROMOTED
Thirty years of game music,
one night at Wembley.
The Music of Square Enix — Magic, Memories, and Melodies
THE PARTNERSHIP
A producer, a promoter, and the audience they needed
NAWR Music Productions — the team behind Distant Worlds — and promoter TEG Live Europe brought the official Square Enix symphonic tour to London for a single night.
Working with both sides, Japan Nakama built the campaign that put it in front of the UK’s game-music and JRPG community: three editorial features, franchise-by-franchise display creative, and an exclusive 50% ticket offer for Nakama readers, applied automatically at checkout, plus a VIP meet-and-greet giveaway supplied by the promoter.
OUR APPROACH
Every fan met the franchise they love
Editorial
Three pieces carried the story from on-sale to encore: an event feature on the one-night London show, “They Gave Square Enix Its Sound” — profiles of the composers behind the setlist — and a post-show review, “The Moments That Will Undo You”, written from the arena.
Coverage that stays live and searchable long after the final bow.
3 published pieces
Instagram Promo — the 50% Offer
A dedicated post announced the exclusive offer to our followers: 50% off tickets for the Nakama community, no code needed, applied automatically at checkout.
The strongest possible reason to stop scrolling — and a direct, trackable path from our audience to the box office.
Exclusive to Nakama
On-Site Display Ads
— a Format per Franchise
Nine HTML5 units across three formats ran on japannakama.co.uk, each one fronting a different franchise — NieR and Kingdom Hearts leaderboards, Octopath Traveler and Chrono Trigger banners, and five 300×600 skyscrapers spanning FFXVI to a Shonen Jump–era Chrono Trigger.
Whatever game a reader grew up with, the ad spoke to them — every unit carrying the exclusive 50% offer.
9 units · 5 franchises
Newsletter — Three Sends,
One Story
Three deployments walked subscribers from discovery to decision: a launch send with the full setlist and the auto-applied 50% offer, a “one night only” reminder as the date approached, and the VIP giveaway send.
Each led with custom hero art built for the campaign — the Final Fantasy heroes lineup, the FFX cast, and a Kingdom Hearts giveaway hero.
Timed across the on-sale window
VIP Meet & Greet Giveaway
One Nakama reader and their guest won VIP Meet & Greet tickets — the full show, then backstage to meet Kingdom Hearts composer Yoko Shimomura and conductor Arnie Roth, with a photo and signed autograph to take home.
Entry meant following @japannakama and tagging friends, with every tag a separate entry — multiplying reach with each comment. Entries closed 15 June; the winner was announced the next day on Stories.
Ran on Instagram + newsletter
THE IMPACT
What it added up to
A one-night arena show has no second week
— here’s what the campaign delivered in the window that mattered.
The right fans
In front of the audience that books
The show was placed directly in front of the UK’s game-music and JRPG community across every channel we run.
A real conversion lever
50% off, zero friction
An exclusive half-price offer, applied automatically at checkout, gave every article, post, banner and email a direct path to booking.
A searchable home
Coverage that outlives the night
Three editorial pieces — composer profiles, the event feature and a post-show review — remain live on Japan Nakama
Engagement & intent
Entries that multiplied reach
A tag-to-enter VIP giveaway turned every entry into new eyes on the show in the fortnight before doors.
"AWR Music Productions and TEG Live Europe, producer and promoter of the official Square Enix symphonic world tour, worked with Japan Nakama to drive ticket sales for the show’s one-night London date at OVO Arena Wembley — backing the campaign with an exclusive 50% ticket offer for the Nakama community and a VIP meet-and-greet prize for our readers."
AWR Music × TEG Live Europe × Japan Nakama
WORK WITH US
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From arena tours to intimate stages — we’ll put your show in front of the UK audience that actually books tickets.