CASE STUDY: Black XS access a youth audience with Kerrang!
Provided by Bauer Media
A multi-platform campaign surrounding the Kerrang! brand allowed Black XS to gain an affiliation with music.
What was the Challenge / Background of the Campaign?
PUIG/Black XS wanted to get an affiliation with music, gain exposure within a youth audience. Bauer Media proposed a multi platform opportunity in the form of "Black XS Live Sound in association with Kerrang!" A band/artist search instigated by Black XS, promoted through the Kerrang brand and virally through social networking sites. Bands would have the opportunity to influence their inclusion in the final through blogging and gaining fans. A shortlist would have the opportunity to play live at an exclusive London music venue with a winner getting a record contract.
What was the Campaign Objective?
To gain exposure within a youth audience.
What was the Solution?
The 'Black XS Live Sound' campaign included online, print and experiential elements. Press: An editorial and advertorial collaboration running in Kerrang for six months, using advertorials to promote the live band competition, reveal the shortlist and the eventual winners. Online: all promotion, focused around a central hub site hosted on Kerrang, where bands could upload songs, become fans or blog feedback. Experiential: The final bands would play at the O2 British Music Experience to a crowd of over 200 people, with the winners picked by a panel of industry experts.
What were the Results?
"The Black XS comp was an amazing success - we got a phenomenal response from Kerrang! readers and the quality of bands entering was really high. It was a great way to show that Kerrang!'s desire and passion when it comes to helping secure the future of the rock scene by supporting new bands. We're sure the winning band Reaper In Sicily have a bright future ahead of them." Nichola Brown - Kerrang! Editor