Why 3,300 Avicii Fans Bought T-Shirts Instead of Concert Tickets

To boost brand recognition among fans of electronic dance music, Macy's and Ralph Lauren's Denim & Supply offered access to an Avicii performance for consumers that purchased a limited-edition tee.

Jim Shi
October 18, 2013

Thousands turned out for electronic dance music superstar Avicii's recent performance in New York. But the concertgoers didn't buy tickets to the October 10 show at the Roseland Ballroom. Instead, hosts Denim & Supply and Macy's gave consumers who bought a limited-edition T-shirt a code that they could use to register online. The collaboration between the Ralph Lauren-owned line and Avicii, with co-sponsor Macy's, was designed to drive brand recognition among E.D.M. enthusiasts—the fans had to physically visit a Denim & Supply shop or Macy's to buy the tees—while expanding the department store's experiential marketing presence.

Produced by TH Productions—spearheaded by senior producer Randi Kleiner—the event drew more than 3,300 guests and bold-face names like David Lauren, Cyndi Lauper, Mark Seliger, Spike Jonze, and Alan Cumming.

Many of the attendees wore their Avicii tees to the concert, which only further amplified the marketing tie-in while introducing other consumers to the Denim & Supply brand. “An immersive concert of this scale will not just have a national, but an international, increase in greater brand recognition and reach,” said Tristan Brennan, president of TH Productions.

To create the world of Denim & Supply at Roseland, TH Productions, which coordinated the two-day load in with a 50-person staff, oversaw the build out of everything from the design of the marquee to the furniture in the greenroom to the lighting, video, sound, and pyrotechnic vendors. The result was an immersive experience reminiscent of E.D.M. capital Las Vegas.
To create the world of Denim & Supply at Roseland, TH Productions, which coordinated the two-day load in with a 50-person staff, oversaw the build out of everything from the design of the marquee to the furniture in the greenroom to the lighting, video, sound, and pyrotechnic vendors. The result was an immersive experience reminiscent of E.D.M. capital Las Vegas.
Photo: Courtesy of TH Productions
As guests arrived at Roseland Ballroom for the October 10 concert, they were immediately immersed in a world of music-meets-fashion, surrounded by unique, wild posting-inspired signage featuring sponsor Ralph Lauren's Denim & Supply brand and graffiti art plastered across every surface in sight.
As guests arrived at Roseland Ballroom for the October 10 concert, they were immediately immersed in a world of music-meets-fashion, surrounded by unique, wild posting-inspired signage featuring sponsor Ralph Lauren's Denim & Supply brand and graffiti art plastered across every surface in sight.
Photo: Courtesy of TH Productions
More than 3,300 die-hard E.D.M. fans attended the nearly three-hour concert—Avicii performed for 80 minutes following an opening set by Henrick B—which generated more than eight million social media interactions. By purchasing a custom designed Aviciit for Denim & Supply T-shirt, guests received a code that they could use to register for the event as well access a private Web site with event info, a message board, Avicii videos and photos, and a platform for social sharing. Customers received their tickets a week before the concert.
More than 3,300 die-hard E.D.M. fans attended the nearly three-hour concert—Avicii performed for 80 minutes following an opening set by Henrick B—which generated more than eight million social media interactions. By purchasing a custom designed Aviciit for Denim & Supply T-shirt, guests received a code that they could use to register for the event as well access a private Web site with event info, a message board, Avicii videos and photos, and a platform for social sharing. Customers received their tickets a week before the concert.
Photo: Courtesy of TH Productions
As part of the fully immersive experience, concertgoers could partake in different activities, including a photo booth that supplied snaps with the concert date and brand sponsor.
As part of the fully immersive experience, concertgoers could partake in different activities, including a photo booth that supplied snaps with the concert date and brand sponsor.
Photo: Courtesy of TH Productions
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