Ford is teaming with Pitchfork and iamsound to market the 2014 Transit Connect Wagon.
Every 5 years, Ford releases a ‘white-spaced’ vehicle with no large competitors, by demographic and utility, in the US. They chose to market the 2014 Transit Connect Wagon to “impassioned indies” – someone with an indie soul who is passionate about his or her hobbies and lifestyle – through music.
Ford used “Artist Connect,” a small concert series in Los Angeles and the filming of three music videos to premiere on pitchfork.com, to connect with indie music fans. Last December, Ford filmed intimate concerts with Ms Mr, Classixx and Guards to an invite-only audience at Mack Sennett Studios in Silver Lake. Pitchfork TV filmed each performance and premiered the live video on their YouTube channel.
Live-experiential marketing has been on the rise as more brands begin sponsoring live music events and festivals. We know this firsthand as producers of the world-famous Honda Civic Tour for American Honda Motor Company. Inc. For Honda, utilizing an owned music event is key to a good music strategy and “…improving our brand awareness,” said Honda’s manager of advertising Nick Lee.
Ford ranked as the 6th largest live music sponsor in 2013 featuring a stage at Bonnaroo and partnerships with Live Nation. You can read more about Ford’s “Artist Connect” series on Billboard Biz.
Not a dull day ever goes by here at the Factory. Right now, (It’s around 4:30), there is a photo shoot across the street on a popular wall. It’s just far enough off of Abbot Kinney to go unnoticed. Perhaps it’s the metallic sheen and riveting texture that attracts trendy fashion brands and gorgeous models?
If someone asked you how you find new music, what would you say? The radio? HA! Although some independent and online streaming stations (such as Seattle’s KEXP radio station - The Music that Matters Podcast) may give you a good taste of music that can’t be found on the formulaic Billboard Hot 100, radio isn’t the best place to find new music. So, if you’ve ever asked yourself where to find new tunes to whet your ear-whistle, here’s a few ways to get ‘er done:
1. Ask friends. Because asking yourself where to find new music, especially out loud in public, is weird; and it won’t produce results.
2. Ask friends that aren’t so close. You’re not close to them for a reason: you don’t have anything in common, but this is a great way to expand your taste in music as they’ll undoubtedly have something different for you to listen to.
3. Download Pandora or Spotify and play the ‘artist’ or ‘sounds like’ channel of a musician or group you like. This is called ‘Artist Radio’ on many services. It will often bring you something obscure but golden to suit your current your current taste. Last.fm, Grooveshark, Live Plasma and even Soundcloud can help you find music too.
4. Music Blogs. These are like the unshaven older guy in the worn leather jacket at the record store. He thumbs through the collections ‘cause he knows what he likes and knows the difference between shit music and good music. Blogs have replaced this guy, and they don’t typically push crap music. Check out:
• Indie Shuffle and stream the genre of music you like and filter into different subgenres while reading album reviews
• The Musigh Blog if you want a simple place to press play (but have a need to hear mostly electronic music)
• And if you like electronic music, and understand some French, check out Seek Sick Sound, and if you don’t speak French and want to keep your electronic music listening simple, try Mixtrss for the best DJ mixes
• For even MORE electronic music, you can’t pass up the popular Resident Advisor for more electronic dance music
• The Siren Sound blog is great for non-mainstream music releases
5. YouTube. Ah yes, the good ol’ YT - and not just the music video channel VEVO, but specific YouTube channels such as gett0059 for Trip Hop; Majestic Casual, which is a Germany-based channel that delivers indie, electronic and more; plus another electronic and experimental channel MrSuicideSheep. Finally, check out The Needle Drop for album reviews, and another indie head on YouTube, Keagan, for new albums released on BandCamp.
6. Download the Shazam app for your smartphone. Whether it’s the background to a commercial, overhead at the bar, playing in your friends car, or yes, even the occasional radio track, if you like what you hear, Shazam it (yes, it’s now a verb). Shazam will give you the name of the artist and album from whence the song originates.
5. Are you in a particular mood? Is it another Friday night without a date and you’re at home with your TV and some ice cream? Download the Moodsnap app and pick a photo that suits your mood for a curated playlist based on that moodsnap.
Or maybe you’re feeling friendly or frisky - check out Tastebuds FM or Jukely where you can meet locals that have your taste in music. The app can set you up with dates at local venues where you can check out your favorite artists, and each other, together!
6. If you’re on the go and have your smartphone handy, check out the Soundwave app or the Muzieo app. Either can help you discover music, and even what people in your proximity are listening to — the epitome of taking advice from strangers.
On an almost final note, traditional radio is still the single largest source of music discovery for listeners in the US.
Finally, you can always tap us on Twitter @MFI_Venice, we’ll gladly introduce you to some great new music.
Here’s a really cool piece of marketing that was passed around our office that deserves revisiting. Bob Dylan’s interactive video for “Like a Rolling Stone” mimics the experience of watching television in your own home. You can flip through 16 different TV channels, which feature actors lip-synching to the tune. It has everything you’d ever come across while watching daytime TV – an ESPN sports show, a kids’ cartoon, Drew Carey hosting “The Price Is Right”, and even a Danny Brown music video.
“Like a Rolling Stone” combines innovative technology with user engagement, a stellar marketing ploy. Here’s what we love about it:
Experiential marketing wins again. Branded live events make way for positive word of mouth marketing. We’ll let the data speak for itself. Music integration has proven to drive engagement and brand loyalty.
At Marketing Factory, we’re rooted in creating great experiences through the passion of live music. We’ve produced the Honda Civic Tour for the past 13 years, and it has become a mainstay in the summer festival circuit.
Our involvement at summer music festivals has begun to make large impressions for Honda as well. Last year we attended Sasquatch!, Governors Ball, and Austin City Limits festival with Honda. Not only did the #HondaStage provide top-tier performances from artists including Kendrick Lamar, Empire of the Sun, Tame Impala and Grimes, it also served as a tool to drive engagement with music fans on Honda’s social media channels.
Live event marketing continues to prove its success through data.
Check this out:
Let’s start making more experiences!
In Kevin Smith’s 2001 film Jay and Silent Bob Strike Back, Holden McNeil (played by an actor everyone seems to hate, Ben Affleck) said,
“The Internet has given everybody in America a voice. For some reason, everybody decides to use that voice to bitch about movies.”
This was before the days of social media. Now, not only can people bitch about movies, but they can direct their anger directly to the people who make them.