Ohio Knife Promo, Case study DOWN 100 GUITAR BLITZ by Landor New York

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DOWN 100 GUITAR BLITZ

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Industry Shows, Events & Festivals, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United States
Agency Landor New York
Executive Creative Director Gerhard Koenderink, Steve Mcgowan
Creative Director Dan Reynolds
Designer Aj Mercer
Released March 2012

Credits & Description

Category: Best Use of Live Events and/or Stunts
Advertiser: OHIO KNIFE
Product/Service: ACTIVATION AT SOUTH BY SOUTH WEST MUSIC FESTIVAL
Agency: LANDOR ASSOCIATES
Creative Director: Dan Reynolds (Landor)
Executive Creative Director: Steve Mcgowan (Landor)
Media Designer: Chad Shackelford (Landor)
Media Designer: Eric Hintz (Landor)
Media Designer: Chris Vogel (Landor)
Senior Technical Designer: Warren Harrison (Landor)
Senior Designer: Lesley Amann (Landor)
Designer: Aj Mercer (Landor)
Associate Director Print and Resource Services: Eileen Pieczonka (Landor)
Executive Creative Director: Gerhard Koenderink (Landor)
Operations Director: Jeff Siegel (Landor)
Senior Client Manager: Rebekah Siegel (Landor)
Client Associate: Emily Auvil (Landor)
Senior Client Manager: Mara Mccormick (Landor)
Executive Assistant: Linda Nanstad (Landor)
Designer and Musician: Jason Snell (Ohio Knife)
Chief Executive Officer: Micah Paldino (Peanut Butter/Jelly)
Media placement: Website - Online - March 1
Media placement: Posters - Handed Out At Music Festival - March 1
Media placement: Guitar Giveaway - Pop Up Event - March 1

Summary of the Campaign
Our client was a rock and roll band who needed to grow their fan base to increase record sales and tour bookings. The band had planned on attending and performing at the South by Southwest music festival but had no specific plans on how they could create a lasting impression with the festival attendees. The festival is well known for attracting active music fans who have a unique appreciation for performance and musicianship, so we created an event that would invite the audience in and make them feel like members of the band.

In an effort to promote the band, we created a website where we posted daily updates from the road and each of the performance venues. We designed posters that were handed out at the event. We hosted a day party featuring 10 national acts and wrapped up the week with a surprise, pop-up concert where we gave away 100 guitars.

The Situation
Our client was a rock and roll band who needed to grow their fan base to increase record sales and tour bookings. The band had planned on attending and performing at the South by Southwest music festival but had no specific plans on how they could create a lasting impression with the festival attendees. South by Southwest, located in Austin, Texas, is 1 of the largest music events in the United States, which draws more than 20,000 attendees to see the 2,000 performers who play in more than 90 venues.

The Goal
Objective: To increase awareness about indie band, Ohio Knife, and their music among young music fans.

Our Target: The music fans at South by Southwest, 1 of the largest music events in the United States.

Research: We immersed ourselves in Ohio Knife, their music and what they were all about. We also researched the music festival to evaluate the best time to reach attendees and make an impact on them.

The Strategy
The first thing we needed was to create a brand identity, Down, that could play across multiple channels and fan touch-points both online and in a live performance setting. The idea of Down was to capture a moment in time when an indie rock band loaded up a tour bus and embarked on a 5 city tour of the American South, on their way 'down' to Austin Texas. To keep the fans involved and word spreading throughout the week-long event, we created a website where we posted daily updates from the road and each of the performance venues. We hosted a day party featuring 10 national acts and wrapped up the week with a surprise, pop-up concert where we gave away 100 guitars.

Execution
We started planning only about 1 month prior to the music festival. It started with brainstorming how we could get Ohio Knife's name out at the festival. The plan evolved and got bigger in time as we realised we really needed to do something that would get people's attention in the midst of the busy festival. Once plans were in place, we had to co-ordinate logistics with everything from the webpage which would post live feeds and videos to the pop up event in Austin, Texas.

Documented Results
In the 4 weeks following the South by Southwest festival the Down website and 17 webisodes have been viewed over 6,000 times with more visitors coming every day. Fans continue to upload photos and videos of themselves at our pop up event posing with their new guitars. Traffic on the Ohio-Knife website has increased by over 1,000%. The event was covered by regional and national news outlets garnering over 250,000 media impressions.