Portfolio Work - Music, T-Mobile and Vitamin Water

Working in the music space certainly provides multiple hooks that make sense for brands. Music is experience. Music is passion. Music is conversation. And for brands, connecting to consumers and their passion points is often best routed through the emotional connection of music.

Here are just two examples of some of our work with music and major consumer brands, leveraging the Rolling Stone and Rhapsody music brands, and working with promotional partners such as AEG, Live Nation and Superfly, we built out these multichannel programs to meet client objectives and get the brand into the minds and hands of consumers, across multiple touch points.

Vitamin Water @ Bonnaroo Music Festival: Vitamin Water was already locked up with the live event, so we leveraged this exiting relationship and extended their brand presence to a digital program, with extensions on RollingStone.com and Rhapsody.com.

Check out the Hub here:

http://rollingstoneextras.com/vitaminwater/

Working with both agency and T-Mobile brand team, our group rolled out a series of 3 convergence media programs around live music. The example shown here showcases our integrated strategy for T-Mobile at Austin City Limits Music Festival. Playing on T-Mobile's theme of self-expression, we captured content from the fans at the festival, as well as performance photos and video. Our RollingStone.com 'crib' in Austin provided T-Mobile with an endemic venue for experiential marketing, while also double as our production facility for band interviews, photo shoots and intimate acoustic performances captured in high def video - all brought online and promoted throughout our music properties.

Check out the hub here:

http://www.rollingstoneextras.com/tmobile/

Coors Light Cold Activation Program - Cool Program for Ice Cold Beer!

Over the years I was fortunate to work with the Miller Coors team at Avenue A on the Coors Light brand. Beginning with a sponsorship of distinct independent music performances that we taped in studio, and then brought online, the Coors team expanded their scope in support of music year after year. Obviously, it works.

This year the crackerjack account team of George Carney and Staci Parlari parlayed their solid relationship with the Coors team into a season-long series of music initiatives and impactful media programs. Starting back before Memorial Day weekend, this year’s program included a live event with full content capture in Los Angeles, featuring notable jam band, OAR headlining at the Wiltern. This event coincided with the launch of Coors Light new packaging initiative, the ‘Cold Activated Window’, allowing consumers to ‘see’ if their beloved beer is at optimal consuming temperature.

The stellar project management team, led by music maven Gina Perino organized content capture at the event, where select tracks from the band’s performance were brought online and housed on a Rhapsody.com Hub. Check out the content here:

http://www.rhapsodyextras.com/coorslight/

At the event, Coors Light flowed on tap, while LA music fans enjoyed a free music experience from our friends at Miller Coors - experiential marketing consisted of Coors street team, signage and a distinct branded presence that made it all seem seamless.

Media included site takeovers on key Coors Light dates, including, Memorial Day and Labor Day weekends, with a focus on music and entertainment lifestyle properties, including Film.com [shown here].

This was a great example or thinking beyond digital and into the minds and hearts of consumers in environments that best suit the brand and what it’s about.

Now, if you're reading this and it's after 5:00pm isn’t it time to enjoy some Cold Activated freshness yourself?