Campaign Red Stripe Music Award 09
Client Wells & Young's
PR team Be Communications
Timescale November 2008-May 2009
The best emerging artists win slots at three summer festivals.
- To communicate Red Stripe's support for emerging artists
- To drive traffic to the Red Stripe website
- To position Red Stripe as a lager of choice among music lovers.
Strategy and plan
The PR team worked with live music venues, promoters, bands and media to generate coverage. A partnership with The Fly magazine was secured and a prize pool was created with brands including Fender guitars and Merc clothing for national and key regional media. The PR team attended every gig and arranged previews and reviews.
Measurement and evaluation
More than 289 pieces of coverage were secured. The Red Stripe Music Award Myspace page doubled its followers and members of the Facebook group increased to 3,642 from 1,255 over the campaign period.
More than 1,000 bands entered the 2009 awards and more than 115 played at the 27 gigs. Sixty-nine per cent of these bands reported they felt the Red Stripe award was 'extremely credible'.
Traffic to the Red Stripe site increased from 2,067 users to 3,642 over the period.