A funny gimmick: cat headphones developed with the input of world-renowed cat, Professor Meowingtons pHd. Previously known for his work with music producer Deadmau5.
Smart viral marketing for Sol Republic.
The vodka brand Absolut is known for its creative and inspiring activations. The ‘ABSOLUT blank’ campaign that focusses on creative collaborations. The ‘Creative Initiative’ let people design their own bottle by tracking their dancing moves that transform in a graphic output, curated by Saam Farahmand. By uploading your own designed portrait to the brands Facebook page, you have a chance to win tickets to some off Uk’s best music festivals.
Again Absolut creates these activations in a sharp and fresh surrounding. This way the brand strengths its coolness and let its consumers know that it supports creativity.
Isn’t a free tickets to Bestival always a winner?
GAP music video’s
Gap has launched its global marketing campaign, Shine, for the fall/winter collection. Wearing the brand’s clothing upcoming talent in music and dance get a chance to expose their capabilities in commercials and look books on (social) media platforms.
The video’s (starring the Avett brothers, Kaki king, Lil Buck and many more) are touching and will appeal to a broad scope of consumers. Seeing the clothes on talent in a music video commercial or in-store concert surrounding, definitely adds value to the brand. Also the consumer participation, in this campaign is great. On schools, in stores, GAP searches for talent to extend this campaign and make the world a better place (yes it is an American brand).
Electric tees music video catalogue
There is something about this music video catalogue. Whether you like it or you don’t, you’ll watch it. Is it the hot dark girl dat you secretly want to see without these fancy t-shirts? Or you just really like the shirts? Yeah right.
Electric Tees is a new brand that the designer created around the concept of the Electric Girl, saying that he wanted to create “something fun, something that would put a smile on people faces, something that would speak of a carefree London life of working all day and clubbing till the early hours.”
How to become a credible music brand over night?
Firstly, Ziggo signed a sponsor deal with the new built music venue in Amsterdam. The ZiggoDome is a unique venue with a state of the art sound quality. The ZiggoDome will host Pearl Jam, Radiohead and Madonna amongst others. Live Nation (Mojo) is one of the venue’s owners.
But Ziggo went even further. They will actively promote content from the Dome and from the artists involved. Ziggo signed a deal with music channel Xite. The new channel ZiggoXite will show content from shows, interviews and other promotional material recorded in the in –house TV studio in the ZiggoDome. The channel is available for all Ziggo subscribers with a standard cable TV package.
Some other initiatives: Concerts in Club Ziggo (smaller venue next to the big Dome), concerts on Ziggo’s YouTube channel and music content on their VOD platform.
Ziggo stated that they want to bring information, experience and entertainment to the consumer. That’s what they are doing and they chose music a the vehicle to do this.
Ziggo did the right things: they chose to sponsor a dome that is famous for its acoustic sound quality, so it’s really about the music. Since Live Nation is also involved they are assured big names and therefore great content and promotional material for their consumers. Finally, they make the content available in many touch points within their own digital infrastructure.
In two words: smart and credible.
Coke warms up summer with Paul McCartney
On May 10, Paul McCartney gave a free outdoor concert in Mexico City’s central plaza, the Zócalo, to a record crowd of an estimated 200,000 people. Coca-Cola.TV live streamed the three-hour event to millions throughout Mexico, and engaged youth audiences by encouraging them to contribute to the social conversation via Facebook and Twitter, where it was pushed to the brand’s 570.000 followers with the hashtag #CocaColaTV. This concept was also leveraged for Vive Latino 2012, a three-day music festival in late March attended by hundreds of thousands in Mexico City, which featured four stages and numerous international acts such as Foster the People and Fat Boy Slim.
“There’s definitely an emerging trend towards combining digital with outdoor live events, whether it’s music or sports,” said John Bara, chief marketing officer of ThisMoment.
Given the challenges associated with reaching such a diverse youth audience spread across multiple social networks and mobile devices, a key element is maintaining focus on content and messaging, without the hindrance of technologies. Thismoment’s seamless back-end system for Coca-Cola.TV allows Coca-Cola Latin America to focus on creative, execution and follow through.
- Estimated 200,000 attendees at the live event
- Nearly 500,000 unique users streaming
- Average Time Spent of 42 minutes per user
About the Partnership with Thismoment
Coca-Cola leverages the capabilities the online youth market in a social/mobile environment via a flexible, scalable and easy-to-use platform. Together, Coca-Cola TV and Thismoment deliver a consistent, high quality branded experience to users across multiple social sites and devices. With Thismoment, Coca-Cola is able to leverage the formidable combination of an innovative technology platform, powerful infrastructure built on Amazon’s EC2 stack, plus top-tier project and product management.
Juan Adlercreutz, Interactive Marketing Director, Coca-Cola Latin America
“Coca-Cola.TV offers a dynamic platform for Coke to engage directly with young audiences, and Thismoment is driving that effort behind the scenes. The strength of the Coca-Cola brand, combined with a compelling story narrative, well selected content, and great digital experiences provide the perfect formula to pioneer how global brands reach their broad ecosystem of customers.”
John Broady, Senior Vice President of Partner Services, Thismoment
“Coca-Cola’s on-line social and mobile traffic was, in a word, massive. Fan participation topped by 10X even the largest of our 28 US Super Bowl campaigns that we conducted for major brands. We are thrilled and very impressed with the great combination of our Thismoment social software technology and Coca-Cola´s enormous assets and team. I strongly believe that this alliance can establish a new stepping stone in branded entertainment and social marketing.”
Spotify is growing
More and more people are finding a new way in consuming and paying for music through Spotify. Perfect! But is Spotify growing the right way?
The fact that Spotify went back to being able to log into Spotify without using Facebook is a big win. But in growing, as a music and Spotify lover, I am afraid that the ‘possibilities’ within Spotify are growing too fast. And you know how I love possibilities. There is a possibility for dysfunction. Too much options in app’s the FB options and friend ‘thing’ is getting more blurry every update. Too many updates, too unclear.
I love Spotify, but try to keep it about the music and the notification, curation and innovation, which is obviously the future. Keep the updates in the background for now till you find a way to integrate it functionally and efficiently.