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Line Dancing in “Las Beygas”

Las Vegas Convention and Visitors Authority
Cowboy Carter Line Dance Takeover -main image

Cowboy Carter Line Dance Takeover

How Beyoncé Fans Transformed The Strip into a Stage for Cowboy Carter Glam and Dancing.

To celebrate the final weekend of Beyoncé’s record-breaking Cowboy Carter Tour, Grey New York and their LVCVA clients teamed up with Live Nation to create an unforgettable cultural moment. A flash mob transformed part of the iconic Las Vegas Strip into “Las Beygas,” featuring a custom welcome sign, themed drinks, and hundreds of dancers styled in Cowboy Carter glam performing a choreographed line dance to Beyoncé’s hit “Texas Hold ’Em.” Following weeks of online buzz built through dance tutorials and teaser content, fans joined in for an activation that created an unforgettable experience that yielded content posted across @vegas social channels. 

From Social Teasers to Line Dance Showstoppers 

Famous

The Grey and LVCVA teams identified a massive opportunity with the last stop on Beyonce’s Cowboy Carter Tour. They created an experience that was hyper-relevant to the fans and done at a scale that could only happen in Vegas. With thousands of fans already flocking to the destination for the event, we gave them a reason to gather and show off their dedication in the largest ever Texas Hold ‘Em line dance. It was an opportunity to be a part of something truly unique. We harnessed the power of the Beyhive and created a spectacle outside of Caesars Palace that lit up social media to the tune of 1.6M+ organic impressions while garnering attention from news outlets across the country. 

Effective
  • 110+ Posts UGC & Campaign
  • 13M impressions across platforms
  • 580K engagements from fans and followers
AdForum
“The campaign transformed the city into “Las Beygas,” igniting fan energy both on-site and across social media.”
Las Vegas Review Journal
“The singular opportunity is billed as “The biggest Cowboy Carter Texas-Hold ‘Em line dance EVER on the Las Vegas Strip!” It will also be, to my knowledge, the only such dance ever on the Strip.”
Little Black Book
“This represents a growing trend of live cultural moments designed for digital audiences, with award potential across multiple categories.”
FAMOUSLY EFFECTIVE