||Ray-Ban Uses Music to Inspire Creativity
Eyewear Brand Leverages Music Festivals to Build Engagement at Scale
Building on its long-running involvement in music, Ray-Ban is using sponsorship to amplify its 2013 music-centric marketing campaign.
The iconic eyewear brand this year has partnered with the Celebrate Brooklyn! concert series and three music festivals: Pitchfork, South by Southwest and the Treasure Island Music Festival.
The Luxottica Group, Inc. brand is using the events to support its global Envision Series marketing campaign. The goal of the campaign: identify, support and reward individuals who have stayed true to their passions.
The campaign centers around a promotion that dangles the opportunity for one consumer to have their vision become a reality. Consumers can enter the promo by uploading a video or photo through www.Ray-Ban.com/USA/Neverhide/Envision.
Ray-Ban will announce the winner in September.
To generate a buzz around the campaign, Ray-Ban is helping four creative visionaries meld their artistic passions. The visionaries are: Matt Goldman (event producer/designer); Caroline O’Donnell (experiential architecture); Dan Deacon (electronic music); and Action Bronson (rapper and chef).
"We selected four unique individuals, combined their two biggest passions and created a vision," said Ingrid Baquero, Ray-Ban associate brand manager.
Vice Media identified and negotiated the tie-ins on behalf of Ray-Ban.
"We were asked how Ray-Ban could amplify the program, and our answer was by choosing ambassadors who already have a name for themselves and do things outside of their sphere," said Shanon Kelley, Vice advertising director.
Ray-Ban and Vice are bringing the visions to life through live events. For example, Ray-Ban helped Action Bronson fulfill a dream of combining two passions -- music and cooking -- by sponsoring a food truck for the artist to cook out of followed by a concert at the Bushwick Block Party in Brooklyn, N.Y.
Ray-Ban last month supported its partnership with Deacon by sponsoring the artist's concert at Celebrate Brooklyn!
Ray-Ban used the concert to support the musician's goal of blurring the worlds of art and technology. Deacon achieved that goal with a smart phone app that gave fans the opportunity to participate in a crowd-sourced light show during the concert.
Ray-Ban has posted videos on each artist on the Envision Series web site. One video highlights the artist and his/her vision, while the other explains how the artist has turned the vision into a reality.
Vice captured content from Deacon's concert for the web site, said Brett McNamara, Celebrate Brooklyn! sponsorship marketing manager.
In addition to capturing content, Ray-Ban activated the Aug. 2 concert with an on-site experiential area that played up the brand's creative, inspirational positioning. Attendees could watch videos of Envision Series brand ambassadors and create and submit videos highlighting their own creative visions.
Ray-Ban activates the other music festivals with similar on-site programs. The brand activated Pitchfork with an on-site area that featured a branded waterfall and a water wall where attendees could cool off.
OMD's Ignition Factory worked on the program with Ray-Ban and Vice.
Extending The Message Into The Virtual World
Ray-Ban amplified its involvement at Pitchfork and SXSW through a partnership with Boiler Room, a U.K.-based producer and programmer of underground music events.
Boiler Room created and hosted co-branded invitation-only after-parties at each festival. The shows took place in warehouses and other nontraditional locations that were disclosed to attendees' just hours before they began.
While each event drew less than 2,000 people, Ray-Ban amplified its message through live streams on boilerroom.tv. The webcasts significantly expanded Ray-Ban's reach: nearly 288,000 people watched the live stream of the SXSW event, while 271,439 watched the Pitchfork after party stream.
Ray-Ban will net additional exposure from archived content, said Barquero.
"The content will be discussed and shared long after the party is gone."
(Source: IEG Sponsorship Report, 08/12/13)
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