| EVENT INTELLIGENCE 08.03.09 8:00 AM |
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Marketers Share Insights on Successful Event Partnerships
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 | HBO and Virgin Atlantic's Entourage Air
Photo: AP Photo/Virgin America, Bob Riha Jr |
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Playing well with others hasn’t been strictly enforced since kindergarten, but companies looking to maintain or increase the impact of their events could do well to pay heed to that notion. Brand partnerships for events, campaigns, or long-term initiatives can produce more desirable results than tackling a project solo in any economy, but these days—when people are asked to do more for less—pooling resources can help marketers get more for their buck.
But before you jump into bed with another brand, make sure to confirm you and your partner are looking for the same thing. Six months of trying phone conferences and constant concessions may not be worth a few dollars saved or a mention in Us Weekly. To get an idea how successful pairings come together, we talked to marketers who recently teamed up to share production responsibilities and generate more media impressions, higher attendance, or stronger buzz than each probably would have on their own. The bottom line: They’re all open to doing it again.
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HBO, Virgin Atlantic, Entourage, The Fader, Levi's, Belvedere Vodka, Bustle Clothing, Consumer Electronics Show, iLounge |
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| EVENT REPORT 03.23.09 3:46 PM |
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Levi's and The Fader Team Up for Massive South by Southwest Performance Series
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FROM AUSTIN, TEXAS There was no finer example of South by Southwest’s knack for remaining seemingly recession-proof this year than the Levi’s/Fader Fort. A cross between a heavily sponsored Woodstock and a post-apocalyptic hipster commune, the joint venture between the denim maker and the magazine earned some of the festival’s biggest buzz, due to its elaborate setup and poorly guarded secret cameo by Kanye West.
Organized by The Fader marketing division Cornerstone Promotion—and produced by Lacy Maxwell Productions—the fort took over an entire field, sandwiched between a warehouse and defunct railroad tracks. Sheets of old metal and plywood haphazardly erected around the perimeter kept details of the playground secret from the long lines waiting for free admission, letting only the sound of artists like Little Boots, Peter Bjorn & John, and Jadakiss slip through the cracks.
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Levi's, The Fader, Ray-Ban, South by Southwest |
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| NEWS 03.13.09 11:48 AM |
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South by Southwest Drawing Familiar Brands to Austin
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 | Playboy and C3's 2008 Rock the Rabbit party
Photo: Lacy Weathersbee/Playboy |
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The 2009 incarnation of South by Southwest, the eight-day festival of technology, film, and music in Austin, Tex., looks ready to go ahead relatively unaffected by the economy. Early attendees are already in town for today's kickoff of the interactive portion, and planners maintain that attendance will be on par with recent years. Most key sponsors, including IFC, have returned, and major brands such as Playboy, Red Bull, and a barrage of music magazines, all plan to host parties and other events during the music portion next week.
IFC will hold another public event for the last night of the film portion, with the Decemberists and Gomez headlining the concert. Crossroads, the network's party to bridge the film and music segments of the festival, moved venues this year, to international lounge chain Pangae. Before the party, though, IFC plans to boost interest in a festival screening of its new locally filmed documentary, New World Order, with an agressive stunt this afternoon. Staffers will parade the film's star, conspiracy theorist and radio host Alex Jones, around town in an vehicle outfitted with a bull horn audio system and film signage.
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Playboy, IFC, South by Southwest, The Fader, Filter, Blender, Rolling Stone, Red Bull |
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| EVENT REPORT 04.28.08 4:02 PM |
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New Slate of Coachella Party Hosts Increases Nighttime Offerings
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 | Anthem magazine's Coachella pool party
Photo: BizBash |
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FROM INDIO, CALIF. Since the Coachella Valley Music and Arts Festival, which wrapped yesterday after a three-day run at the Empire Polo Field in Indio, dependably reinvents itself every year, it's perhaps not a surprise that the brands that host piggybacking parties in the desert also change and evolve.
DKNY Jeans, which set up a multiday pool party at a luxury home last year, sat out this year's go round, as did Hugo Boss. "It's just hard to find the right house very close to the fields," said Hugo Boss Fashions' New York-based vice president of marketing and PR, Katja Douedari, who oversaw Boss's event series in 2007. "Loved the Mod Resort last year, but it's a long drive. And if you can't do it right, then better not do it all." (Nevertheless, Douedari made the trip out to the desert for some non-work-related fun.)
So what brands did have the strongest presence in 2008?
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Coachella, GQ, Anthem Magazine, Gap, Etnies, T-Mobile, Sidekick, Condé Nast, Heineken, Newcastle, Belvedere Vodka, The Fader, Boost Mobile, Le Sportsac, Levi's, Wet n Wild, Adidas, Jeremy Scott |
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| THE SCOUT 06.26.07 10:14 AM |
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Music Industry Pros Share Their Favorite New Bands
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 | The Bravery
Photo: Courtesy of the William Morris Agency |
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We asked four people who book acts for music magazines to recommend their favorite new groups for events.
Beth Jacobson is publicity director for Rolling Stone and helps select artists for the magazine’s concert series: “We recently had the Bravery perform at a Rolling Stone Live event at the Hard Rock in Times Square. They’re the type of band that plays a lot of underground shows. In fact, the night before our event, they had done two back-to-back unannounced, free shows at Arlene’s Grocery on the Lower East Side.... They’ve got an ’80s revival,new-wave aesthetic, so fashion events, tech events—they played the Apple Store in SoHo—would be a good fit.” (Event performances cost between $40,000 and $150,000; contact the William Morris Agency: 310.859.4375.)
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Rolling Stone, Filter, The Fader, Spin |
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