Adsarchive » Design & Branding , Case study , Making of » Nikon » THE WARNER SOUND CAPTURED BY NIKON


Pin to Collection
Add a note
Industry Photo & Video Cameras, Accessories
Media Design & Branding, Case study, Making of
Market United States
Agency MWW
Agency Nikon
Released March 2012

Credits & Description

Category: Best use or integration of music
Advertiser: NIKON
Product/Service: NIKON CAMERAS
Agency: NIKON
Agency: MWW
Chairman And Chief Executive Office - Recorded Music: Lyor Cohen (Warner Music Group)
General Manager - The Warner Sound: Ocean Macadams (Warner Music Group)
Senior Vice President Brand Partnerships: Camille Hackney (Atlantic Records)
Vice President Brand Partnerships: Jonathan Feldman (Atlantic Records)
Director Of Marketing: Maridi Nalle (Atlantic Records)
Manager/Artist Development: Ashley Keiser (Atlantic Records)
Coordinator Artist Development: Drew Kaklamanos (Warner Brothers Records)
Coordinator Artist Development: Chelsea Cloud (Warner Brothers Records)
Senior Vice President Global Touring And Artist Development: Elyse Rogers (Warner Music Group)
Vice President Digital Marketing: Brian Dackowski (Atlantic Records)
Senior Vice President Brand Partnerships: Lori Feldman (Warner Brothers Records)
Senior Vice President Creative Services: Norman Wonderly (Warner Brothers Records)
Senior Director Publicity: Ashley White (Atlantic Records)
Vice President Publicity: Andrew Steinthal (Warner Brothers Records)
Senior Vice President: Tara Naughton (MWW Group)
Vice President: Jackie Glick (MWW Group)
Managing Director: Geoff Coalter (MWW Group)
Senior Account Executive: Matt Kopacz (MWW Group)
Senior Account Executive: Robin Theis (MWW Group)
Digital Coordinator: Joanna Nettelfield (MWW Group)
Media placement: Online Video - YouTube - March 13th, 2012
Media placement: Online Video - YouTube - March 21st, 2012

Campaign Description
‘The Warner Sound Captured by Nikon’ was held at SXSW (during both the Music and Interactive portions of the conference) in Austin, TX, “the biggest and most anticipated convergence of all things music and technology” as it describes itself. SXSW Music showcases roughly 2,000 musical acts from around the globe, representing well over 50 different countries, on over 90 stages in downtown Austin. SXSW Interactive showcases emerging technologies, new websites, video games and start-up ideas. Attendees include labels, agents, managers, manufacturers, publishers, writers, bloggers, media, technologists, starts-ups, developers, and fans.
Because our event was officially sanctioned by SXSW, it was required by the organisation that our artists only played 1 official SXSW evening show per day (ie. when Gary Clark Jr. played our Wednesday night show he was not allowed to perform at any other official SXSW showcase that night).
There are currently 18 performances from the event on The Warner Sound YouTube page ( These performances were required to be—and have been—cleared on both the master and publishing sides in order to legally stream on our channel.

We were tasked with introducing new products to key consumers, and show how Nikon products are ideal for capturing memories in challenging, low-light environments. The brand is a perfect fit for SXSW—the worlds of photography and music have similar sensibilities appealing to all ages and demographics. By capturing photos and videos of performances, Nikon showcased the speed, quality and video capability of its cameras and shared amazing moments with fans. The team demonstrated the value of Nikon’s products and spread brand awareness through ‘The Warner Sound Captured by Nikon’, helping Nikon generate compelling content and online buzz while innovatively reaching new audiences.
The Nikon brand was fully integrated into every aspect of the event. Attendees and fans at home experienced the star-studded events via live-stream on YouTube, from Nikon’s HD-SLR cameras. Visitors lined up for a Nikon photo-booth (receiving prints and uploads to Facebook), and received Nikon-branded sunglasses. Attendees and viewers were digitally engaged around hashtag #SXSWWarnerNikon through the YouTube, Twitter and Facebook feeds.
Prior to the live events at SXSW, Nikon and WMG held the Nikon 1 ‘Your 1 Shot’ contest with Talenthouse. Bands and artists submitted performance video for the opportunity to open for chart-toppers, fun., at the event. The winner, Royal Teeth, was chosen from over 900 submissions by a panel of A&R executives from WMG, as well as B.o.B. and Neon Hitch. Winners and runners-up received new Nikon photography equipment.
Additionally, on-site Nikon held a HD-SLR Music-video workshop hosted by filmmakers The Bui Brothers (HD-SLR experts/brand ambassadors).
WMG/Nikon partnered with non-profit Music Unites to give 5 local students the opportunity to attend the event hosted by Gary Clark Jr., Chairman & CEO of Recorded Music for WMG, Lyor Cohen, and legendary rock photographer Robert Knight. The students each received Nikon cameras and participated in a workshop with Knight photographing Clark and other performance.

• Performances from megastars fun., T.I., B.o.B., and Dr. John, among many others
• Announcements/videos shared via WMG’s, performing artists’, Talenthouse’s and Nikon’s social media profiles
• Flyers blanketed Austin
• 8 X 10 banners hung at major hub, 6th street/Red River
• 2-week, full-page ads ran in Austin Chronicle and Austin American Statesman
• Ticket giveaways with local radio stations, blogs and promoters
• High-profile publicity in, New York Times, LA Times, USA Today, Billboard, Rolling Stone, others
• Ice cream vendor Coolhaus created flavours for WMG performing artists (Santigold and Strawberry, Gary Clark Jr’s Irish Breakfast, B.o.B’s Strange Clouds). Artists sent tweets daily encouraging retweets and attendance.

The combination of a leading brand name, WMG’s world-renowned artists, and world-class production, marketing, and social media teams, made the event a huge success for all parties involved.
Through social media alone, the event garnered nearly 64m impression, with more than 26,00 Facebook RSVPs and 265,455 email list subscriber sign-ups. The YouTube live-stream brought the entire concert experience to an engaged audience of users worldwide, garnering 41,203 views over the 3 nights, reaching a peak of 1748 concurrent viewers, and a peak average viewing duration of nearly 18 minutes. The entire promotion resulted in buzz spanning over a month long, resulting in social media impressions of more than 40 and 23m on Facebook and Twitter, respectively.
The physical event consistently reached capacity early on: more than 7,500 fans over 3 nights and more than 2,000 fans during the 2 days experienced the performances and Nikon activations. Post-event content lives on through YouTube performance videos, which have amassed over 200,000 collective views in the initial 2 weeks since the festival ended.
The attached document captures the press’ critical acclaim of event (which accounted for more than 189m impressions), as well as more detailed statistics.