Synopsis
The challenge: bring Beck's positioning of "Different by choice" to life across its sponsorship of the Melbourne, Adelaide, Perth and Sydney Festival. Take into consideration that the audience is mostly out and about and wants to enjoy the best their city has to offer during the Festival.
Solution
Rather than just filling on- and offline media placements Holler devised an additional stream of digital dialogue and content. Using the moniker of UBERSELEKTOR Beck's participated in many of the most innovative communities online:
- Tumblr
- Vimeo
- Blip.fm
- SoundCloud
as well as the social media "standards" such as
- Facebook
- Flickr
- YouTube
- Twitter.
Holler created event photos with a photo booth, animations for VJaying, video art projected onto buildings and interviewed participating music and video artists. We offered real-time information from the venues, chatted with influential punters on twitter as well as gave away VIP experiences via Facebook. All content was amplified through the different Festival organisers and Beck's editorial and music partners MTV, Modular Records, InTheMix, FasterLouder and FutureClassic.
Results
Beck's developed many solid relationships with the movers and shakers of urban culture and music in Australia, documented their Festival sponsorships in credible and innovative ways and in turn generated free concert reviews, positive tweets and active ambassadorship on facebook.
- Thank u Beck's for a fab night! We had a great time and the music was amazing!!! Will upload some pics later....x" Deb Zorotheos
- Brothers In Arms with our spangly VIP wristbands to DJ Yoda - thanks to Uberselektor!" Rich Hill
- @UBERSELEKTOR you've done an awesome job of keeping us all on time, at the right place, and up to date. Cheers!" janiekibble
- @UBERSELEKTOR You're making me feel jealous that I'm not in Sydney tonight at #BecksBar !" scleaver
Due to its wide spread publication, googling the term "UBERSELEKTOR" leads to an amazing 10 pages of brand-owned search results.
- A photo library of 3,500 event shots and that Beck's holds the rights to
- 400 comments and 360 Likes on Facebook posts
- 1,600 Tweets full of valuable local and international content
