Samsung wanted to launch their new music platform called MILK. The objective was downloads. Since MILK brings music to you, the city with the most MILK music downloads gets a free concert sent directly to their city.
A digital heat map, provided by a digital concert poster on jumbotrons in key cities, allowed users to see who's getting the most downloads and potentially bringing a concert to their city. Samsung has partnerships with artists like Jay-Z, deadmau5, Black Keys, Adam Levine, amongst others, making this a hot concert. The winning city would receive VIP passes to all those that participated, sent via their Samsung devices.