THE OBJECTIVES
- Create China's biggest indoor electronic music festival brand.
- Launch & build up NEXXUS brand awareness.
- Recruit 10k target consumers.
THE CHALLENGES
- To accurately target consumers at the social media level and to then actively convert the NEXXUS brand image into a real, welcomed annual EDM highlight experience.
- Create more social topics to engage the target consumer.
Effectively combine live entertainment content with digital communication through downloadable music content, viral video sharing, key opinion leaders (KOL) outreach, outdoor advertising, in-club pre-events & guerrilla street team work.
THE SOLUTION
- We created & launched the first annual indoor bespoke electronic music celebration event for Shanghai. Headlined by some of the world's top EDM DJs, Nexxus connects consumers with cutting-edge performances over a 9-hour, day & night multi-sensory showcase of the best elements of the global electronic music lifestyle
Established an onsite network to collect consumer data and to encourage social media sharing of NEXXUS live entertainment content.
Ran guerrilla ‘hit and run’ outreach teams to recruit consumers where they actually hang out, at their most receptive times.
THE RESULTS
- 8,000+ official microblogging fans;
- 8,856,000 total impressions on #NEXXUS;
- 8,000+ WeChat fans, with an average 1,311 active readers;
- 4,000+ people participated in NEXXUS on show day.
