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: Dickies Sounds Band Seeding Program

TARGET: Music lovers and tastemakers

GOAL: To bridge the gap between Dickies and music fans by producing exclusive music content for DickiesSounds.com, Dickies Facebook and Dickies Twitter.

PROGRAM: FILTER produced Dickies Sounds to help support the hard working, touring bands while they’re on the road.  When it comes down to necessities, food, gas and shelter are extremely important.  FILTER stepped in to provide touring bands with product to help lessen the burden so they can concentrate on what they love doing most.  We invite bands to our LA showroom and set them up with clothes that will be good for on stage and off the stage.  In addition, we set up acoustic performances and interviews that live on DickiesSounds.com, Dickies Facebook and Twitter as additional promotional support for the band and also give their die hard fans a chance to see the band play their songs in a natural, stripped down environment.

RESULTS: Connected musicians directly to Dickies and gifted and produced exclusive content to over 200 bands in less than one year.  Through the strong support from participating bands, over 17 millions impressions to their music fans have been made.

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: Music Choice Social Media

TARGET: 13-35, Male/Female

GOAL: To enhance brand awareness and create an interactive, social space for Music Choice fans.

PROGRAM: Program includes creating monthly social media strategies and messaging to maximize the impact of programming efforts & artist exclusives. With custom Facebook panels, polls, Twitter sweeps, and personalized engagement, fans are constantly reminded about Music Choice’s expansive offerings and original programming.

RESULTS: Program is currently active through 2010 and has already attracted over 90K fans on Facebook, growing rapidly every day.

Case Study: Good Charlotte's Mad Picks Collection for Macy's American Rag

TARGET: 13-24, Females

GOAL: To widen the reach and increase sales of Macy’s American Rag brand by increasing appeal to music fans with an exclusive capsule collection for girls by Good Charlotte’s Benji & Joel Madden.

PROGRAM: American Rag launched the “Mad Picks” collection August 25, 2010 which was supplemented by 5 in-store concerts & signings from Benji & Joel Madden. Fans who purchased $50 of American Rag merchandise gained meet-and-greet access to the band as well as an exclusive acoustic download of the band’s hit new single. www.raggedmag.com served as an online hub allowing fans to view galleries of their photos with the band as well as videos & recaps from each appearance.

RESULTS: The “Mad Picks” collection sold out in stores across the country. Increased brand visibility via key press coverage from People.com, In Style, MTV Style, Coco Perez, and many more. Hundreds of fans attended each in-store appearance by the Maddens, purchasing American Rag merchandise to gain exclusive access to the band.

Case Study: Toyota Prius: Tenth Anniversary Event

Goal: To maximize the consumer and PR exposure utilizing social media to mobilize and stimulate the Prius enthusiast community while reinforcing Toyota’s commitment to green initiatives. To expose consumers to 10 years of Prius in a meaningful way and to preview the new Prius PHV to key influencers.

Strategy: FILTER Creative Group conducted a Facebook contest coordinating all creative and entries to find the most Passionate Prius owner.  After the contest, FILTER Creative Group planned and organized a Toyota Prius 10th Anniversary Event to celebrate the winner and core enthusiasts. To highlight the various areas of interests for the passionate Prius consumer during the event, FILTER Creative Group partnered with WIRED, Outstanding in the Field, and SHFT.com to coordinate engaging Prius Lifestyle Workshops focusing on Eco/Sustainability, Technology, Art, Architecture, Music, Food, and Film.

Results: FILTER Creative Group successfully increased the overall awareness for the Prius Enthusiast Community of the 10th Anniversary of the auto via social media and a commemorative celebration, the overall Prius lifestyle, and the preview of two new upcoming Toyota Prius models.  The initiatives garnered over 193 million media impressions for the Facebook contest and 160 million for the event.