case studies
AT&T/Samsung and Keith Urban (2011)
Situation:
As AT&T and Samsung developed launch plans for their new Samsung Infuse 4G, both parties believed a music partnership would create media buzz, generate consumer impressions and properly introduce the Infuse 4G as “the phone” to consumers.
Solution:
MAC Presents identified Keith Urban as the artist that best aligned with the companies’ goals and delivered the desired target audience. MAC Presents brokered the partnership which included AT&T and Samsung’s presenting sponsorship of Urban’s Get Closer tour and Urban’s endorsement of the Samsung Infuse™ 4G. MAC Presents also developed and executed a comprehensive activation plan that included social media, mobile marketing, public relations, outdoor and online advertising, print and television advertising, co-branded truck wraps and on-site activation. Co-branded activation areas were set up at each tour stop, encouraging fans to appear in a Keith Urban video and pose in a photo with Keith Urban via green screen technology and share that experience with friends instantly via email, Facebook or Twitter.
Results:
AT&T and Samsung created a true partnership with Keith Urban. The endorsement and tour sponsorship allowed AT&T and Samsung to expand its consumer reach. The program created over 49 million Facebook impressions and delivered over 939 million consumer impressions.
Click here to watch a Keith Urban video ›
BlackBerry and Foo Fighters Garage Tour (2011)
Situation:
The introduction of BlackBerry’s PlayBook marked the company’s entry in the highly competitive tablet market. BlackBerry sought a music platform to differentiate its product launch from the competition and to generate consumer buzz.
Solution:
MAC Presents worked with BlackBerry and Foo Fighters’ management to help produce the Foo Fighters Garage Tour Presented by BlackBerry. As part of the sponsorship, BlackBerry created a contest that offered 8 winners the chance to host a private concert with Foo Fighters in their garages.
Results:
BlackBerry received a tremendous amount of press and online traffic as a result of the Garage Tour, generating millions of consumer impressions. The partnership linked PlayBook with the #1 album in the country during the promotion’s run in April 2011.
Click here to watch a Foo Fighters video ›
AT&T/Samsung and rag & bone (2012)
Situation:
For the launch of the Samsung Galaxy Note, AT&T and Samsung wanted to target the creative, fashion forward mobile consumers who not only wanted the latest in advanced technology but viewed their device as fashion accessory.
Solution:
MAC Presents developed a custom program that enabled AT&T/Samsung to partner with rag & bone. To help reach the Galaxy Note’s influential target audience, MAC Presents worked with the rag & bone designers to create an exclusive case for the Galaxy Note device. The Galaxy Note was integrated into rag & bone’s 2012 fashion show during New York Fashion Week with signage and an exclusive, branded VIP area backstage. Additionally, influential fashion bloggers were given Galaxy Note devices to use for posting to their blogs and tweets during New York Fashion Week. MAC Presents developed a comprehensive media plan that utilized print, outdoor advertising and online advertising as well as public relations outreach. Danny Clinch shot still photography and a commercial for the Galaxy Note. Marcus Wainwright and David Neville, rag & bone’s founders and designers, hosted the private Galaxy Note launch party in New York City, that included a performance from Band of Horses. With celebrities in attendance the event garnered extensive press coverage.
Results:
Through the partnership, AT&T and Samsung increased brand awareness of the Galaxy Note within the desired fashion oriented target audience. Since the announcement of the partnership on February 8th the program has generated over 320 million consumer impressions.
Microsoft Windows Phone with Katy Perry (2010)
Situation:
In the Fall of 2010, Microsoft was launching the new Windows Phone 7 device. Seeking to break through the competitive environment of smart phone advertising, Microsoft needed an event plan that would capture the public’s attention while showcasing the new Windows Phone device as the “choice” for lifestyle consumers.
Solution:
MAC Presents worked directly with the Windows Phone marketing team to create a custom launch concert event (with AT&T) featuring Katy Perry at the Roseland Ballroom in New York City. Traditional advertising and social media tactics were utilized to drive online traffic to windowsphone.com and consumers to AT&T stores for free tickets. The program integrated the new Windows Phone messaging within the context of the NYC event and provided hands on engagement opportunities for the new device.
Results:
Windows Phone presented Katy Perry to a sold out crowd in New York City and generated millions of consumer impressions for the new Windows Phone device across the country.
Nokia and AT&T Joined Forces with Green Day to Launch Nokia Music
Situation:
Create a program to generate consumer, press and social media impressions for the U.S. launch of Nokia Music, one of the world’s largest free music streaming services.
Solution:
MAC Presents developed a comprehensive program with Green Day, who was preparing to release a trio of albums. The program included social media tactics, a live Green Day performance, on-site activation, VIP concert experience, live streaming, exclusive content and press coverage. To reach Green Day’s 25 million online fans, a Nokia Music/AT&T co-branded tab was developed for Green Day’s official Facebook page. The gamification based tab encouraged fans to complete social actions for a chance to win free tickets to Green Day’s club show. At the concert, co-branded activation areas enabled fans to interact with Nokia Music and AT&T through radio-frequency identification (RFID) wristbands that were associated with each fan’s Facebook account. Posts facilitated through the RFID wristbands were tagged with a unique hashtag and generated over 326,000 online impressions in just three hours. An exclusive album listening party, hosted on the co-branded Facebook tab, allowed fans to stream Green Day’s new album, ¡Uno!, the week prior to the album’s release. In one week the album listening party drove over 10,000 unique visitors to the tab.
Results:
In total, the program accrued over 215 million consumer impressions in just four weeks. Over 179,000 social actions generated more than 165 million impressions, including over 20 million Twitter impressions. On Twitter, 92% of @NokiaMusic followers were acquired through the cobranded tab. Over 50 million impressions through press coverage in notable publications such as Rolling Stone, Billboard, Spin, Huffington Post and Event Marketer.
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