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Goodstock
案例简介：为什么这项工作与直接相关？ Goodstock-有史以来第一个股票音乐节-在SXSW上启动，专门设计用于吸引创意产业的参与者，包括广告，电视，电影和音乐创作者以及制片人。通过guerilla OOH广告，我们将目标受众带入了现场体验，在地球上一些最关键的耳朵面前展示了股票音乐的力量。有这么多创意产业高管出席，活动和随后的视频产生了以真实和直接的方式打破股票音乐的污名所需的嗡嗡声和口碑。 背景 每个人都认为股票音乐很烂。然而，在这些被遗忘的曲目背后有非常有才华的音乐家，但由于围绕这一流派的耻辱，他们经常被忽视，并被认为是 “廉价的”。BMGPM打破耻辱并证明股票音乐不糟糕的唯一方法是把它放在地球上最引人注目的音乐活动之一 -- SXSW -- 的中心舞台上。 描述创意 (投票30%) Goodstock音乐节诞生于一个简单的见解-人们认为股票音乐很烂。证明这一点的唯一方法是让创意产业中最有影响力的人支持它。因此，我们去了创意产业所在的地方-德克萨斯州奥斯汀的SXSW音乐节。我们邀请了一些世界上最关键的耳朵参加一个以 “新秀” 为特色的 “新” 音乐节。一旦乐队开始演奏，观众喜欢它，但他们没有意识到他们喜欢的音乐是他们一直取笑的音乐。当我们透露他们实际上是在听股票音乐时，与会者惊讶地发现他们正在享受他们认为自己讨厌的音乐。 描述策略 (投票20%) Goodstock音乐节背后的策略是利用创意和制作人的心态。我们用他们对 “酷” 的理解来证明股票音乐并不烂。创意者和制作人的动机是发现和使用成为流行文化一部分的音乐，所以我们创造了一个环境，让我们的目标受众可以享受和发现 “新秀” 的音乐家。我们邀请他们参加我们的音乐节，却不让他们知道他们正在听由伟大人才表演的股票音乐。这让我们的客户发现BMGPM产品，而不是向他们推销。我们还旨在增加他们与我们品牌的互动，并引发对股票音乐的需求。 描述执行情况 (投票20%) 在SXSW，我们发布了游击队OOH海报，并邀请了无数创意产业的领导者参加一个以 “新秀” 为特色的 “新” 音乐节。观众成群地来到这里，希望能偷看一些明天最好的音乐。该活动有四个乐队，每个乐队演奏45分钟。在整个节目中，很明显观众喜欢他们所听到的。与会者在社交媒体上分享并庆祝精彩的现场音乐体验。但是观众不知道他们在听创意产业喜欢讨厌的音乐-股票音乐。音乐家和他们演奏的歌曲都来自BMGPM库存音乐库。当我们最终向人群透露他们实际上在听什么时，他们惊呆了。与会者承认，他们对股票音乐的先入为主的观念被打破了，并承认他们一直都错了。 列出结果 (投票30%) 活动结束后，发布了详细介绍现场体验的视频，BMGPM的社交媒体参与度500% 提高，音乐销量增长超过20% %。此外，网站参与度和搜索量大幅增加，导致未来几个月的收入前景看好。
Goodstock
案例简介：Why is this work relevant for Direct? Goodstock — the first stock music festival ever created — was launched at SXSW and designed specifically to engage attendees in the creative industries, including advertising, television, film and music creators, and producers. With guerilla OOH advertising, we drove our target audience to a live experience that showcased the power of stock music in front of some of the most critical ears on earth. With so many creative industry execs in attendance, the event and subsequent video generated the buzz and word of mouth needed to break the stigma of stock music in an authentic and direct way. Background Everybody thinks stock music sucks. However, there are incredibly talented musicians behind these forgotten tracks, but because of the stigma surrounding the genre, they’re often overlooked and dismissed as “cheap.” The only way for BMGPM to break the stigma and prove stock music doesn’t suck was to put it center stage at one of the most visible music events on earth — SXSW. Describe the creative idea (30% of vote) The Goodstock Music Festival was born out of a simple insight — people think stock music sucks. The only way to prove it doesn’t was to get the the most influential minds in the creative industry behind it. So we went where the creative industry lives — the SXSW festival in Austin, Texas. We invited some of the world’s most critical ears to a “new” music festival featuring “up-and-coming” talent. Once the bands began playing, the audience loved it, but they didn’t realize the music they were loving was the music they had always made fun of. When we revealed they were actually listening to stock music, attendees were stunned to learn they were enjoying the music they thought they hated. Describe the strategy (20% of vote) The strategy behind The Goodstock Music Festival was to tap into the mindset of creatives and producers. We used their understanding of “cool” to prove that stock music doesn’t suck. Creatives and producers are motivated by spotting and using music that becomes a part of pop culture, so we created an environment where our target audience could enjoy and discover “up-and-coming” musicians. We invited them to our music festival without letting them know they were listening to stock music performed by great talents. This let our customers discover BMGPM products rather than pitching to them. We also aimed to increase their engagement with our brand and trigger demand in stock music. Describe the execution (20% of vote) At SXSW, we posted guerilla OOH posters and invited countless leaders of the creative industry to a “new” music festival featuring “up-and-coming” talent. The audience arrived in force hoping to get a sneak peek at some of tomorrow’s best music. The event featured four bands, that each played a 45-minute set. Throughout the show, it was clear the audience loved what they were hearing. Attendees shared on social media and celebrated the experience of great live music. But the audience didn’t know they were listening to the music the creative industry loves to hate — stock music. The musicians and the songs they performed all came from the BMGPM stock music library. When we finally revealed to the crowd what they were actually listening to, they were stunned. The attendees acknowledged that their preconceived notions about stock music were broken and admitted they’d had it wrong all along. List the results (30% of vote) After the event and the release of a video detailing the live experience, BMGPM experienced a 500% increase in social media engagement, and music sales grew more than 20%. Furthermore, site engagement and searches have increased dramatically, leading to promising revenue numbers in the coming months.
Goodstock
案例简介：为什么这项工作与直接相关？ Goodstock-有史以来第一个股票音乐节-在SXSW上启动，专门设计用于吸引创意产业的参与者，包括广告，电视，电影和音乐创作者以及制片人。通过guerilla OOH广告，我们将目标受众带入了现场体验，在地球上一些最关键的耳朵面前展示了股票音乐的力量。有这么多创意产业高管出席，活动和随后的视频产生了以真实和直接的方式打破股票音乐的污名所需的嗡嗡声和口碑。 背景 每个人都认为股票音乐很烂。然而，在这些被遗忘的曲目背后有非常有才华的音乐家，但由于围绕这一流派的耻辱，他们经常被忽视，并被认为是 “廉价的”。BMGPM打破耻辱并证明股票音乐不糟糕的唯一方法是把它放在地球上最引人注目的音乐活动之一 -- SXSW -- 的中心舞台上。 描述创意 (投票30%) Goodstock音乐节诞生于一个简单的见解-人们认为股票音乐很烂。证明这一点的唯一方法是让创意产业中最有影响力的人支持它。因此，我们去了创意产业所在的地方-德克萨斯州奥斯汀的SXSW音乐节。我们邀请了一些世界上最关键的耳朵参加一个以 “新秀” 为特色的 “新” 音乐节。一旦乐队开始演奏，观众喜欢它，但他们没有意识到他们喜欢的音乐是他们一直取笑的音乐。当我们透露他们实际上是在听股票音乐时，与会者惊讶地发现他们正在享受他们认为自己讨厌的音乐。 描述策略 (投票20%) Goodstock音乐节背后的策略是利用创意和制作人的心态。我们用他们对 “酷” 的理解来证明股票音乐并不烂。创意者和制作人的动机是发现和使用成为流行文化一部分的音乐，所以我们创造了一个环境，让我们的目标受众可以享受和发现 “新秀” 的音乐家。我们邀请他们参加我们的音乐节，却不让他们知道他们正在听由伟大人才表演的股票音乐。这让我们的客户发现BMGPM产品，而不是向他们推销。我们还旨在增加他们与我们品牌的互动，并引发对股票音乐的需求。 描述执行情况 (投票20%) 在SXSW，我们发布了游击队OOH海报，并邀请了无数创意产业的领导者参加一个以 “新秀” 为特色的 “新” 音乐节。观众成群地来到这里，希望能偷看一些明天最好的音乐。该活动有四个乐队，每个乐队演奏45分钟。在整个节目中，很明显观众喜欢他们所听到的。与会者在社交媒体上分享并庆祝精彩的现场音乐体验。但是观众不知道他们在听创意产业喜欢讨厌的音乐-股票音乐。音乐家和他们演奏的歌曲都来自BMGPM库存音乐库。当我们最终向人群透露他们实际上在听什么时，他们惊呆了。与会者承认，他们对股票音乐的先入为主的观念被打破了，并承认他们一直都错了。 列出结果 (投票30%) 活动结束后，发布了详细介绍现场体验的视频，BMGPM的社交媒体参与度500% 提高，音乐销量增长超过20% %。此外，网站参与度和搜索量大幅增加，导致未来几个月的收入前景看好。
Goodstock
案例简介：Why is this work relevant for Direct? Goodstock — the first stock music festival ever created — was launched at SXSW and designed specifically to engage attendees in the creative industries, including advertising, television, film and music creators, and producers. With guerilla OOH advertising, we drove our target audience to a live experience that showcased the power of stock music in front of some of the most critical ears on earth. With so many creative industry execs in attendance, the event and subsequent video generated the buzz and word of mouth needed to break the stigma of stock music in an authentic and direct way. Background Everybody thinks stock music sucks. However, there are incredibly talented musicians behind these forgotten tracks, but because of the stigma surrounding the genre, they’re often overlooked and dismissed as “cheap.” The only way for BMGPM to break the stigma and prove stock music doesn’t suck was to put it center stage at one of the most visible music events on earth — SXSW. Describe the creative idea (30% of vote) The Goodstock Music Festival was born out of a simple insight — people think stock music sucks. The only way to prove it doesn’t was to get the the most influential minds in the creative industry behind it. So we went where the creative industry lives — the SXSW festival in Austin, Texas. We invited some of the world’s most critical ears to a “new” music festival featuring “up-and-coming” talent. Once the bands began playing, the audience loved it, but they didn’t realize the music they were loving was the music they had always made fun of. When we revealed they were actually listening to stock music, attendees were stunned to learn they were enjoying the music they thought they hated. Describe the strategy (20% of vote) The strategy behind The Goodstock Music Festival was to tap into the mindset of creatives and producers. We used their understanding of “cool” to prove that stock music doesn’t suck. Creatives and producers are motivated by spotting and using music that becomes a part of pop culture, so we created an environment where our target audience could enjoy and discover “up-and-coming” musicians. We invited them to our music festival without letting them know they were listening to stock music performed by great talents. This let our customers discover BMGPM products rather than pitching to them. We also aimed to increase their engagement with our brand and trigger demand in stock music. Describe the execution (20% of vote) At SXSW, we posted guerilla OOH posters and invited countless leaders of the creative industry to a “new” music festival featuring “up-and-coming” talent. The audience arrived in force hoping to get a sneak peek at some of tomorrow’s best music. The event featured four bands, that each played a 45-minute set. Throughout the show, it was clear the audience loved what they were hearing. Attendees shared on social media and celebrated the experience of great live music. But the audience didn’t know they were listening to the music the creative industry loves to hate — stock music. The musicians and the songs they performed all came from the BMGPM stock music library. When we finally revealed to the crowd what they were actually listening to, they were stunned. The attendees acknowledged that their preconceived notions about stock music were broken and admitted they’d had it wrong all along. List the results (30% of vote) After the event and the release of a video detailing the live experience, BMGPM experienced a 500% increase in social media engagement, and music sales grew more than 20%. Furthermore, site engagement and searches have increased dramatically, leading to promising revenue numbers in the coming months.
Goodstock
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Goodstock
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基本信息
- 广告战役： #BMG Production Music-推广与活动-97d2#
- 广告品牌： BMG Production Music
- 发布日期： 2000
- 行业领域： 互联网服务 , 文娱/内容
- 媒体类别： 活动
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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