NYPhil Summer Concert Series - Influencer Marketing

MKM partnered with Serino Coyne to support the New York Philharmonic’s beloved Free Summer Concerts in the Parks with a targeted influencer campaign designed to reach new and diverse audiences across the city.

Over four nights in four boroughs, we invited 30+ NYC-based influencers — a mix of lifestyle, culture, and family creators — to experience and share the magic of live classical music under the stars. From sweeping sunset shots in Central Park to cozy picnics in Brooklyn, each creator captured the joy, accessibility, and community spirit of the event.

Even those who couldn’t attend helped build awareness through beautifully crafted pre-event content, encouraging their audiences to join the celebration.

Campaign Highlights:

• 30+ influencers activated

• Coverage across Manhattan, Bronx, Brooklyn & Queens

• Over 5.6 million in live social reach

• Total campaign reach exceeded 7.1 million

• Content celebrated culture, community, and the timeless appeal of the NY Phil in NYC’s parks

The campaign helped position the NY Philharmonic as not only a cultural institution, but a living, breathing part of New York’s summer rhythm — open to all and impossible to ignore.

CLIENT: SERINO COYNE / NY PHILHARMONIC