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Marketing Objectives:
To publicize “Denim Art” - a star-studded live webcast / fashion show / art exhibit / DJ spin off / and auction which was produced by C3Live and Microsoft, and shown on Yahoo!
Process:
Produced a webcast, gained celebrity confirmations, secured major distribution via Yahoo!, conducted an integrated DTI and DTC campaign and managed the PR Agencies for all the sponsors in a consolidated and consistent messaging effort as one large solid front. Acquired the following sponsors: Adriana Goldschmeid (Founder of Replay, Diesel, Gap 1969 Jeans), DuPont Registry, Heineken, Absolut and Red Bull with proceeds going to Gen Art. Integrated celebrity DJs, MTV hosts, and an 11 person 7 camera film crew, as well as a 16 person group of artists called Warp & Weft, who sculpted, painted and built interactive media on denim. Created an online gallery was built for each artist through IncredibleArt.com. Secured Miahaus for the live event where "Vogue", "Vanity Fair" and "Teen" Magazines do their photo shoots. Provided comprehensive reporting and quanification.
Results:
Sold out! The police had to close off the streets. Slammed Yahoo!'s server with weekend-high numbers of visitors. The broadcast had the most streams that Broadcast.com had up until that point.
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