Black XS – Event Marketing: Festival Website

Working closely with Live Nation the world’s leading live entertainment company to help them achieve their Sponsor, Black XS’s objectives.

Objectives
Paco Rabanne’s latest fragrance Black XS, launched their ‘Be A Legend’ campaign. They wanted to drive awareness and the opportunity to trial their new fragrance. They believed the perfect way to stimulate interest with their target market was by extending the campaign to Live Nation’s New Look Wireless and Reading Festivals.

Work
We created digital banners that drove traffic to our bespoke website. The site focal point was to stimulate awareness of Black XS’s new fragrance ‘Be A Legend’, the user was able to experience the campaign at its full potential. This idea of ‘A Legendary Summer with Black XS’ was encouraged by their association with the New Look Wireless and Reading Festival.

The site gave a short overview on both the New Look Wireless and Reading Festivals again highlighting the campaigns relationship with the rock ‘n roll.

We ran a competition where consumers had the exciting chance to win tickets to either the New Look Wireless 10, Wireless or the Reading festival and used this form to capture data for future marketing campaigns.

They also took this opportunity to promote a separate competition also being run which revolved around ‘Who will be the next Black XS Rock Star?’ this included several music videos being embedded into the site where the user was able to vote for who they would like to win. Once consumers had absorbed the website we invited them to explore the brand further on social media sites such as Facebook, Pinterest, YouTube and Instagram.

Results
This successful campaign pushed the awareness of Black XS’s new fragrance ‘Be A Legend’ further than they had expected. It generated over 19,588 views, 4,548 competition entrants, 50 New Look Wireless, 50 Wiresless and 50 Reading Festival tickets were handed out to the competition winners with 100s more clicking through to the various social media sites and the main brand site.

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