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To celebrate the release of Ron Howard’s documentary “The Beatles: Eight Days a Week - The Touring Years,” we partnered with Hulu to create a grassroots campaign for the digital age, reminding three generations of people how the Fab Four impacted their lives.

The Beatles were the biggest band in history and even today their music continues to inspire musicians, artists, and resonate with creatives all over the world. We wanted to show how, nearly 60 years later, the fan frenzy of Beatlemania is still a pop culture force to be reckoned with.

Activating 50,000 content creators from all ages and backgrounds around the world, under the hashtag #BecauseTheBeatles we shared their personal Beatles stories, both hilarious and touching. Curating the most evocative of these anecdotes, we turned these tales into a beautiful digital magazine, distributed across our portals and Hulu’s social channels to reach an audience of more than one million people.

Once we ignited the fans, we tapped the musicians, partnering with the global movement Sofar Sounds to launch an intimate series of concerts across the US. Twenty-nine bands and artists reminisced with audiences about the Beatles, performing touching cover versions of the most beloved songs in history. Each story was turned into a custom video series, launched through native social distribution. We got fans across the globe talking, united them in their shared love for the Beatles — even rock legend Sting took part!

We topped it all off with our climactic finale — a blowout concert at LA’s El Rey Theatre where some 70 musicians came together for a rollicking tribute in celebration of the Beatles. Ranging from a children’s choir to rock ’n’ roll veterans, a profusion of marching bands, singing troupes, brass sections, soul ensembles and artists who’ve played with the likes of Paul McCartney, David Bowie, Lenny Kravitz, Foo Fighters and Dr. Dre took to the stage for a nonstop three-hour show of foot-stomping, gut belting Fab Four fun. We even gave far-flung fans something to remember with a live broadcast and a retelling of tales via our onsite Beatles Booth. Why? Because the Beatles.