“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