The Beat 'SC Bonfire and Rally is a significant UCLA tradition held before the UCLA-USC football game, celebrating school spirit and community. In 2011, the event was live-streamed, attracting viewers globally and promoting engagement through various social media channels. Positive feedback from the audience highlighted the event's success and the social media strategy employed to enhance viewer interaction.

1. “No other UCLA tradition generates as much fanfare,
nostalgia and excitement as the Beat 'SC Bonfire and
Rally. Held the week leading up to the UCLA-USC
football game, this celebration embodies not only the
rivalry, but also the tremendous spirit of UCLA
students, the loyalty of fans and the love of
generations of UCLA alumni.”
Beat ‘SC Bonfire & Rally 2011
On Mon, Nov 21, 2011 UCLA Alumni and UCLA Marketing & Special Events broadcasted a live stream of the
annual Beat ‘SC Bonfire & Rally via its institutional YouTube channel at http://youtube.com/ucla. The event,
which took place in Wilson Plaza on the UCLA campus, resulted in viewership across world in locations as far
away as London and Japan.
To help promote the live stream, UCLA Marketing & Special Events focused on marketing through traditional
online channels and social media, which included:
• A MyUCLA spotlight
• A special foursquare event
• Promotion via UCLA’s Facebook and Twitter channels
• Promotion and use of the hashtag #beatsc within Twitter, Facebook and the live stream broadcast
• Live Tweeting during the event

2. 2
MyUCLA Spotlight
foursquare
The week prior to the event, a spotlight was placed on MyUCLA, UCLA’s student portal.
On foursquare, a special event was setup, which also became a trending
venue (venues become trending when many people check in to a particular
venue).

3. 3
Twitter and Facebook
The event and hashtag #beatsc were promoted on Twitter and Facebook.
Real-Time Updates
At the event, we also provided real-time updates via Twitter throughout the entire night.

4. 4
Live Stream
Results and Feedback
Throughout the entire event, we received a tremendous amount of positive feedback. Fans tweeted their support,
used the hashtag, and were excited to see that the event was being broadcasted live.
Comments
Viewers watched the live stream across the world from places as far away as London and Japan. During the live
stream, the hashtag #BeatSC was displayed on the lower right corner, encouraging further engagement and
interaction on Twitter.
For more information, please contact: Mike Takahashi (mike@takadesigns.com)