Friday, October 8, 2010
Convergence Media & The Mile High Club
With just 2 weeks to put it all together, we knew we had to scramble, yet we knew we could get it done. Flip video, the wildly popular and diminutive video recording device wanted to do something big. Their launch was 14 days away. On the calendar was AEG’s Mile High Music Festival in Denver, CO.
Working with Jay Lotz and the AEG team, our crackerjack project management team and label relations lead put together the brand experience for Flip. We cleared content capture with bands including Thievery Corporation, Ben Harper, Gogol Bordello, Matt Nathanson and Matt Kearney and as part of the content experience had the bands agree to take the Flip cameras in hand and shoot their own footage of back stage and on the podium in front of tens of thousands of music fans.
AEG ran the high def content capture of the performances, which was streamed live and distributed by taking over RealPlayer with the Flip Video Music Experience. After the show we worked with the bands and cleared tracks for on-demand video streaming, while a Mile High Online Radio Channel featured acts from across the 4 stages and 2 days.
A street team of 10 Flip Video Brand Ambassadors toured the festival grounds, shooting video of the revelers with the tiny handheld cameras. Signage, still photos and a robust online media campaign pulled it all together, delivering well over 2 million visits to the Mile High Music Festival pages and exposing the Flip Video brand to over 60,000 music festival attendees at the event.
Our Project Management goddesses, Gina Perino and Sabrina Sutherland worked around the clock uploading the latest footage onto the custom branded Flip Video Hub, while I cased out the stages to shoot photos of the artists for the Flip Video Music Experience – see a few of my shots here.
At the end of it all we surpassed our client’s expectations and pulled it all off in just under 2 weeks time. Working with pros like AEG is a big plus. They are an amazing group to work with and really went the extra ‘mile’ to take this complex program of integrated music sponsorship elements to new a new high. [Puns intended].