CASE STUDIES

Case Study: U2 ‘No Line On The Horizon’ Pop Up Installation

TARGET: U2 fans and influencers in the Los Angeles market

GOAL: To produce a unique, 24 hour only, pop up store/gallery space promoting the release of U2’s ‘No Line On The Horizon’.

PROGRAM: To celebrate the release of ‘No Line On The Horizon’ and U2’s history as one of the most creative bands in music, an experience based ‘pop up’ gallery/store was built at Space 15 Twenty in Los Angeles. Only open for 24 hours, over 1200 visitors were treated to a true U2 visual experience, exploring the world of U2 through the lens of Anton Corbijn as well as the unique, exclusive opportunity to purchase the new record (as well as catalogue material) and receive a limited edition U2 lithograph plus a U2 tee shirt, silk screened live on-site. Attendees also had the opportunity to win the trip of a lifetime, seeing U2 in NYC, VIP style. Fans and influencers also flocked to an interactive photo booth, where they were able to become part of the ‘No Line On The Horizon’ cover art and walk away with a photograph for keeps sake.

RESULTS: Heightened visibility for the release of the new record via an amazing, interactive, authentic experience for over 1200 people who attended the store/gallery. Successful partnerships with Amoeba Records, Edun, Star 98.7, Virgin American and Polite In Public amplified the in-store experience at every touch point within the space.

Case Study: Antics

TARGET:  21 – 35, Males

GOAL:  Toyota Matrix and FILTER teamed up to create a year-long promotional campaign focused around music, skateboarding and snowboarding lifestyles that highlight the 2009 Toyota Matrix. – “the vehicle that gets you into and out of trouble“.

PROGRAM: The ANTICS campaign is all about showing up to cool events and bringing the party with: pop-up rock shows, silkscreen stations, late-night jams at car washes, skate ramps & art installations, Rock-n-bowl, Roller Derby events, skate demos, skate art shows, snowboard rail jams, Rock Band, and karaoke. Street teams spread the word about Matrix with custom designed product postcards, CD samplers, t-shirts, and limited edition artist series. 

RESULTS: Program currently active through 2009. Created a variety of unexpected, authentic experiences that gives young males under 35 a chance to interact with the 2009 Matrix at 350+ events nationwide from April ’08 – March ’09.  Successfully engaged audience to interact directly with Matrix.  Generated impressions through on-site activities and online experiences (Apr ’08 – Mar ’09).  Highlight All Wheel Drive capabilities when possible at snow/skate events.  Demonstrate how the utility and functionality fits the target’s lifestyle.

Case Study: Denny's All-Nighter

TARGET:  18-32, Male/Female

GOAL:  Denny’s and FILTER teamed up create a music program targeting music fans to keep the night going. 

PROGRAM:  Bring customers back into Denny’s late night from 10:00PM – 5:00AM.  Increase sales for late night. Create a vibe for customers to continue their night of fun with friends and integrate popular music to launch initiatives to reach out to their target Demographic.

Program includes creating a RockStar menu where artists create their own dish to appear of the late night Denny’s menu. Participating artists include Katy Perry (pictured), All American Rejects, Taking Back Sunday, Boys Like Girls, Hoobastank, Eagles of Death Metal and Plan White T’s.

RESULTS:  Individual sales of the Denny’s locations went up significantly.  Fans associated the brand as positive and timely. 

Denny’s received promotions from the participating bands on their website and on site announcements at Warped Tour.  Events created unique content for www.dennysallnighter.com which helped appeal to target demographic.  Over 2 million views to website.

Case Study: T-Mobile Sidekick

TARGET: The early adopting tech influencers, 24-30

GOAL: To produce a music event, sponsored by T-Mobile Sidekick, leveraging the high profile element to launch the new device and service while promoting long term content partnerships including FILTER Music Trivia.

PROGRAM: Created a 2-day event at the SXSW Music Festival in Austin for industry executives and festival attendees with an eclectic mix of bands including the Kaiser Chiefs, Sound Team and Phoenix
Gained national audience by arming Filter staff of music journalists with Sidekicks to post live coverage directly from event for the world to see on FILTER blog.

RESULTS: Heightened exposure within key industry Influencers attending the event and received high purchase rate through “referred-by-FILTER” industry purchase plan and developed local visibility for device and brand which spilled over into local press
Established brand credibility via association with artists performing (Kaiser Chiefs) and other event presenters (KCRW, ASCAP & Penguin Clothing) which ultimately led to national press coverage.

Case Study: Zune

TARGET: 18-34 
GOAL:  Plan and execute Zune FJ Cruiser campaigns in LA and NY including vehicle interactions throughout the country, festivals and special events such as Zune BBQ, LAMC, CMJ and more.  A team of 20 Zune College Ambassadors were assembled in the top markets across the country and thoroughly trained to demo the device and spread the word at various lifestyle outlets.

PROGRAM:  FILTER teamed up with Zune in the Fall of 2007 and led the charge on various grass-roots marketing campaigns throughout the country.FILTER helped facilitate frontline outreach at National Zune programs and events such as On the Road as well as Zune Screen printing stations on tour with the Chemical Brothers.

RESULTS:  Increased brand visibility via custom integrated tour sponsorships.

Case Study: Honda Fit

GOAL: To introduce the all-new Honda Fit to a hip, taste-making adult demographic ages 21-35

STRATEGY: Utilizing our connections within the music industry, FILTER booked some of the best in up-and-coming talent from the worlds of indie rock and electronic/DJ music as entertainment to create a series of 10 FREE live music event in 10 major markets that were billed as “FILTER Music Appreciation Nights, presented by the all-new Honda Fit.” The FILTER events department executed each event, introducing people first hand to multiple Honda Fit cars and creating a unique and memorable environment by hosting the events in non-traditional music venues.

EXTENSIONS: To reach each city’s music community, FILTER worked with each city’s most respected print and radio outlets to promote through traditional channels, while working with our Field Marketing representatives and other non-traditional avenues online.

RESULTS: The tour was a huge success with almost every event reaching maximum capacity. The word-of-mouth press and blog coverage generated from the tour played a key part in helping the Fit far exceed Honda’s first week sales expectations.