案例简介：

案例简介：Why is this work relevant for Direct? Goodstock — the first stock music festival ever created — was launched at SXSW and designed specifically to engage attendees in the creative industries, including advertising, television, film and music creators, and producers. With guerilla OOH advertising, we drove our target audience to a live experience that showcased the power of stock music in front of some of the most critical ears on earth. With so many creative industry execs in attendance, the event and subsequent video generated the buzz and word of mouth needed to break the stigma of stock music in an authentic and direct way. Background Everybody thinks stock music sucks. However, there are incredibly talented musicians behind these forgotten tracks, but because of the stigma surrounding the genre, they’re often overlooked and dismissed as “cheap.” The only way for BMGPM to break the stigma and prove stock music doesn’t suck was to put it center stage at one of the most visible music events on earth — SXSW. Describe the creative idea (30% of vote) The Goodstock Music Festival was born out of a simple insight — people think stock music sucks. The only way to prove it doesn’t was to get the the most influential minds in the creative industry behind it. So we went where the creative industry lives — the SXSW festival in Austin, Texas. We invited some of the world’s most critical ears to a “new” music festival featuring “up-and-coming” talent. Once the bands began playing, the audience loved it, but they didn’t realize the music they were loving was the music they had always made fun of. When we revealed they were actually listening to stock music, attendees were stunned to learn they were enjoying the music they thought they hated. Describe the strategy (20% of vote) The strategy behind The Goodstock Music Festival was to tap into the mindset of creatives and producers. We used their understanding of “cool” to prove that stock music doesn’t suck. Creatives and producers are motivated by spotting and using music that becomes a part of pop culture, so we created an environment where our target audience could enjoy and discover “up-and-coming” musicians. We invited them to our music festival without letting them know they were listening to stock music performed by great talents. This let our customers discover BMGPM products rather than pitching to them. We also aimed to increase their engagement with our brand and trigger demand in stock music. Describe the execution (20% of vote) At SXSW, we posted guerilla OOH posters and invited countless leaders of the creative industry to a “new” music festival featuring “up-and-coming” talent. The audience arrived in force hoping to get a sneak peek at some of tomorrow’s best music. The event featured four bands, that each played a 45-minute set. Throughout the show, it was clear the audience loved what they were hearing. Attendees shared on social media and celebrated the experience of great live music. But the audience didn’t know they were listening to the music the creative industry loves to hate — stock music. The musicians and the songs they performed all came from the BMGPM stock music library. When we finally revealed to the crowd what they were actually listening to, they were stunned. The attendees acknowledged that their preconceived notions about stock music were broken and admitted they’d had it wrong all along. List the results (30% of vote) After the event and the release of a video detailing the live experience, BMGPM experienced a 500% increase in social media engagement, and music sales grew more than 20%. Furthermore, site engagement and searches have increased dramatically, leading to promising revenue numbers in the coming months.

Goodstock

案例简介：

Goodstock

案例简介：Why is this work relevant for Direct? Goodstock — the first stock music festival ever created — was launched at SXSW and designed specifically to engage attendees in the creative industries, including advertising, television, film and music creators, and producers. With guerilla OOH advertising, we drove our target audience to a live experience that showcased the power of stock music in front of some of the most critical ears on earth. With so many creative industry execs in attendance, the event and subsequent video generated the buzz and word of mouth needed to break the stigma of stock music in an authentic and direct way. Background Everybody thinks stock music sucks. However, there are incredibly talented musicians behind these forgotten tracks, but because of the stigma surrounding the genre, they’re often overlooked and dismissed as “cheap.” The only way for BMGPM to break the stigma and prove stock music doesn’t suck was to put it center stage at one of the most visible music events on earth — SXSW. Describe the creative idea (30% of vote) The Goodstock Music Festival was born out of a simple insight — people think stock music sucks. The only way to prove it doesn’t was to get the the most influential minds in the creative industry behind it. So we went where the creative industry lives — the SXSW festival in Austin, Texas. We invited some of the world’s most critical ears to a “new” music festival featuring “up-and-coming” talent. Once the bands began playing, the audience loved it, but they didn’t realize the music they were loving was the music they had always made fun of. When we revealed they were actually listening to stock music, attendees were stunned to learn they were enjoying the music they thought they hated. Describe the strategy (20% of vote) The strategy behind The Goodstock Music Festival was to tap into the mindset of creatives and producers. We used their understanding of “cool” to prove that stock music doesn’t suck. Creatives and producers are motivated by spotting and using music that becomes a part of pop culture, so we created an environment where our target audience could enjoy and discover “up-and-coming” musicians. We invited them to our music festival without letting them know they were listening to stock music performed by great talents. This let our customers discover BMGPM products rather than pitching to them. We also aimed to increase their engagement with our brand and trigger demand in stock music. Describe the execution (20% of vote) At SXSW, we posted guerilla OOH posters and invited countless leaders of the creative industry to a “new” music festival featuring “up-and-coming” talent. The audience arrived in force hoping to get a sneak peek at some of tomorrow’s best music. The event featured four bands, that each played a 45-minute set. Throughout the show, it was clear the audience loved what they were hearing. Attendees shared on social media and celebrated the experience of great live music. But the audience didn’t know they were listening to the music the creative industry loves to hate — stock music. The musicians and the songs they performed all came from the BMGPM stock music library. When we finally revealed to the crowd what they were actually listening to, they were stunned. The attendees acknowledged that their preconceived notions about stock music were broken and admitted they’d had it wrong all along. List the results (30% of vote) After the event and the release of a video detailing the live experience, BMGPM experienced a 500% increase in social media engagement, and music sales grew more than 20%. Furthermore, site engagement and searches have increased dramatically, leading to promising revenue numbers in the coming months.

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Goodstock

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