Integrated marketing program & concert Series
MUSIC EXPERIMENT 2.0
The Brief
Intel asked us to expand their “Music Experiment” platform and elevate their partnerships with MTV & SONY, in order to engage young music fans with the Sony VAIO tablet line,
Our Approach
We expanded the multi-platform series fusing music, social media and technology, into a much larger and higher impact second season.
We planned and produced secret themed events across the U.S., creating a gamified experience for fans to win exclusive access to the shows, with artists including Arcade Fire, Empire of the Sun, Sam Smith, Disclosure, and K-pop superstar Taeyang. All shows were live streamed & broadcasted post-event on Palladium; the Los Angeles event with Arcade Fire aired on Jimmy Kimmel Live (ABC).
We also developed and executed integrated lead-in promotions, social media and PR campaigns tailored to each market and artist. We developed partnerships with local promoters and influencers, and launched social media contests to drive fan signups. We also held Instagram contests at the events.
RESULTS
750 Million social media impressions
350 Million media impressions
20,000 new users to database
12,000 Event attendees
Themed events across the U.S. with artists including Arcade Fire, Empire of the Sun, Sam Smith, Disclosure, and K-pop superstar Taeyang.
Los Angeles event aired on Jimmy Kimmel Live (ABC).
ACCOLADES
Clio Winner (Integrated Campaign – Silver 2014)
►SONIC BRANDING/IDENTITY ►TALENT PROCUREMENT & PARTNERSHIPS ►LIVE & DIGITAL EVENTS ►CONTENT CREATION ►CREATIVE MUSIC PROJECTS ►CORE COMPETENCIES ►MARKETING ACTIVATION ►SOCIALS