Posterscope Successfully Executes Campaign for Red Bull Sound Select 30 Days in LA
Posterscope USA completed a multi-faceted campaign supporting Red Bull’s Sound Select 30 Days in LA. The campaign showcased 60 individual artists who performed in LA’s most popular venues, every day for the entire month of November.
Posterscope’s challenge was to extend the brand to music lovers and show the capabilities of Red Bull by educating the audience about their involvement in the music scene.
We looked to drive engagement with our target audience (music enthusiasts) around each show. We wanted to channel the excitement gained from the shows, and encourage the target audience to create a strong digital presence on social media. This way, the fans that didn’t physically reside in the LA market, were still able to learn more about the program and gain that experience with Red Bull’s Sound Select 30 Days in LA.
Red Bull wanted to showcase its brand’s capabilities with this campaign by reaching a different target audience than their traditional one. We are all familiar with the slogan “Red Bull Gives You Wings,” as well as how Red Bull is the energy drink of choice that keeps you focused and keeps you going. But with Red Bull Sound Select 30 Days in LA, Red Bull looked to extend this reach and bring a different meaning to their brand.
Our OOH strategy was to research the key areas where our key target, music enthusiasts A18-34, would ordinarily visit for live entertainment.
We also wanted to examine our broad target, Music Generalists, which defined anyone who was interested in attending live-music events, but not actively searching for new talent like the core target.
In order to tap into this audience, we had to isolate in on key locations that represented a creative feel, such as hand-painted buildings and urban areas.
Our strategy entailed prioritizing key OOH placements to drive awareness. By using radio, digital and search, we were able to extend this coverage throughout the entire campaign to drive ticket sales and educate and engage consumers. Media was concentrated in areas with key industry influencers and focused on main arteries that were near music venue areas.
Our ad space included formats of bulletins, transit shelters, wild postings, hand painted murals and wallscapes.
Results: The overall campaign generated track impressions, bonus overrides on certain units and a large number of social media impressions. Tickets sold out for each day of music over the course of 30 days.
For more information regarding the campaign, visit: https://www.redbullsoundselect.com/30days