The allure of the pop-up has permeated a new industry: the music biz. Artists from Slipknot to Madonna are leveraging pop-ups to hype new tours, engage fans and push merchandise in an era when album sales are no longer a musician’s bread and butter. Some feature brand partners, many include interactive experiences and virtually every genre of music has been covered (look no further than this pop-up dedicated to Johann Sebastian Bach). For some experiential inspiration, take a look at the following steal-worthy pop-up strategies inspired by the modern music industry.
With his sights set on balancing “Instagrammable moments and a tangible item” Khalid promoted his sophomore album “Free Spirit” with a pop-up shop created in partnership with BMW during this year’s Coachella Valley Music and Arts Festival. The contemporary soul artist (and BMW driver) helped the automaker outfit an assortment of its vehicles to match the aesthetic of his album cover, which features flames and a wolf, ahead of the event.
During the festival, the “Pit Stop” pop-up offered limited-edition merchandise, a look at the fleet of “Free Spirit”-inspired BMWs and Khalid’s own restored ’70s-era van, which was also designed to match the album cover. In addition to shoppable merch, the pop-up experience featured a claw machine that gave fans a chance to snag exclusive Khalid bandanas (which could be custom embroidered on-site), food trucks, games, music and, on one afternoon—a visit from Khalid himself. Agency: Mirrored Media, Santa Monica, CA.
This is your chance to let your free spirit soar—all the way to Munich. BMW teamed up with global superstar Khalid again, this time as an Official Partner of his Free Spirit Tour. Enter the sweepstakes for your chance to win a trip to Munich to attend Khalid’s show, and experience all of the highlights of BMW’s Munich base with a tour of the BMW Museum, Plant and Welt.
The finalists in PR Daily’s Content Marketing Awards know that compelling content can capture the attention of busy audiences. They told powerful stories and delivered impeccable messaging that captivated audiences and achieved outstanding results.
Mirrored Media’s BMW Road to Coachella campaign has been named a finalist in the following categories:
Influencer Content Marketing
Media and Entertainment
See all the finalists HERE. Congratulations to all of this year’s finalists. Keep an eye out for our winners announcement coming soon.
Hollywood composer Hans Zimmer is known for the countless soundtracks he’s worked on for films including Pirates of the Caribbean, The Lion King, Inception, The Dark Knight, Pearl Harbor and more.
Now, he’s taking his musical skills to another forum — cars. The award-winning record producer teamed up with Renzo Vitale, acoustic engineer and sound designer at the BMW Group, to compose the sound for the BMW Vision M NEXT Opens a New Window.Sports Car.
“I have always been a BMW enthusiast. As a kid I used to recognise my mother coming home by the sound of her BMW. I am thrilled to get the chance to design the sound of future electric BMW’s and create emotion for the future electric driving experience,” he said in a press release.
BMW Vision M NEXT drivers can expect to use all of their senses while getting around from place to place.
“When the driver interacts with the accelerator pedal it is not only a mechanical touchpoint, but also a performative element. Accelerating becomes an experience during which the driver moves through a series of gradually morphing sound textures,” Zimmer added.
The composer and Vitale created these unique sounds for the BMW Vision M NEXT in Zimmer’s studios in London and L.A. with the intention of bringing a new way to engage drivers.
“We envision sounds that celebrate the beauty and complexity of our vehicles and that are able to move people. I see designing people’s future acoustic environment both as a privilege and as a responsibility,” Vitale said.
“The development and composition for the sound of the Vision M NEXT was mainly inspired by light installations from James Turrell and Ólafur Elíasson. In particular, Turrell realized works known for the illusion of an infinite space, which creates a magical experience for the spectator. The idea behind the Vision M NEXT is to recreate this sense of wonder through sound,” Vitale continued.
In electrified vehicles, the engine sound has to be redesigned because the drive trains are so quiet. For the BMW Vision M NEXT, Renzo Vitale, acoustic engineer and sound designer at the BMW Group, therefore joined forces with a genius from the world of sound: Oscar-winning film composer Hans Zimmer.
The Lion King, Inception, Pirates of the Caribbean – Hans Zimmer’s soundtracks are beloved by millions around the world. However, his latest work is not playing at the local multiplex, but in the ears of BMW Vision M NEXT drivers: The award-winning composer helped create the sound for the recently unveiled electric car.
But how do you approach a challenge like this? “When we develop and compose the sound for an electric vehicle, we are creating memories for future generations. People will say: Yes, that’s what a BMW sounds like,” says BMW sound designer Renzo Vitale. He speaks from experience, having already developed the sounds for the acoustic pedestrian protection required by law since July 2019.
For Hans Zimmer, the process was similar to adding sound to a film. “I imagined the following scene: It’s early morning; the sky is grey. You walk to your car, but you don’t really want to go to work. But when you start the car, the first sound you hear strikes a wonderful chord – like a Beach Boys’ or Beatles’ song.”
What was particularly important to both sound creators: “We didn’t want to simply imitate the old world.” Vitale even goes a step further: “We envision sounds that celebrate the beauty and complexity of our vehicles and that are able to move people.”
So, what does the BMW Vision M NEXT sound like? Renzo Vitale: “Very unique, because the sound is propulsive, elevating and morphing at the same time. The development and composition for the sound of the Vision M NEXT was mainly inspired by light installations from James Turrell and Ólafur Elíasson. In particular, Turrell realised works known for the illusion of an infinite space, which creates a magical experience for the spectator. The idea behind the Vision M NEXT is to recreate this sense of wonder through sound. Hans Zimmer adds: “When the driver interacts with the accelerator pedal, it is not only a mechanical touchpoint but also a performative element. Accelerating becomes an experience during which the driver moves through a series of gradually morphing sound textures.”
Anyone can check out the sound for themselves in the latest BMW Vision M Next video, presented at #NextGen, or download the sound file for the Boost+ Mode here:Download here
The experiential marketing industry’s first and only comprehensive guide to the best agency partners in the business
Mirrored Media is honored to announce that we have been named one of Event Marketers top experiential agencies for another consistent year.
The Event Marketer annual It List turns 17 this year, and like all 17-year-olds—it’s going through some changes. The It List is designed to reflect the changing needs of the brands and marketers who use it. So this year, they gave the It List application a facelift—tweaking the questions and selection criteria to better illuminate the agencies that are keeping pace with the industry—and what you need to be successful.
Among updates, they put less emphasis on office culture and years in business and more emphasis on strategic thinking, creative culture and work. “We wanted to understand better how the most innovative companies in events think. We also put more emphasis on new work as well as metrics, giving those companies delivering exceptional results for clients higher marks on our checklist. And we weighed the overall growth of the organizations: their top headlines of their year, awards won, client wins and new hires.
This year’s list is comprised of start-ups and boutiques, legacy shops and monolithic organizations. Some have a few dozen employees, and some, hundreds worldwide. Some specialize in b-to-b, while others, in b-to-c. Some, in a little of both.
As we have remarked over the past 17 years, the It List selection task is no walk in the park. Every year we huddle together for several weeks, scrutinizing newbies and veterans alike, digging through portfolios of work, and tracking the standout programs that captured the industry’s attention—all to provide the brand community the list of who it should be working with this year, and why. “
Check out the Mirrored Media portfolio HERE. See the entire list HERE.
Small and medium-size agencies worldwide produce a great deal of outstanding advertising, yet creative competitions are dominated by large advertising agencies, large clients, and large budgets.
Since 1994, the Summit Creative Award has recognized creative firms and helped them stand out in the crowd. This international advertising competition offers participants a unique opportunity to showcase their talents alongside similarly positioned agencies, and to have their work judged by experts in the advertising field. Our exclusive award-selection process means winners have earned the right to broadcast their achievements far and wide.
Companies and individuals from more than 50 countries and across five continents have participated in this prestigious 25-year competition – the first and best of its kind.
The Summit Awards is the oldest and most prestigious organization administering marketing awards exclusively for small firms. Throughout our twenty-five year history, the SIA Creative Award is established as one of the premier indicators of creative and communication excellence. Using stringent evaluation criteria and a blind judging process, the Summit International Awards competitions reward only those firms whose work exemplifies the best in its class.
The 10th edition of the online video conference targeted Gen Z with colorful, interactive booths and lounges that encouraged creativity.
ANAHEIM, CALIF.—In 2018, VidCon general manager Jim Louderback proclaimed that VidCon attracts “the most media-savvy audience in the world.”
That idea was once again on display at the 10th edition of the convention, its second since being acquired by Viacom. The four-day event, which ran from July 10 to 13 at the Anaheim Convention Center, drew 75,000 fans, video creators, social media influencers, and other industry attendees.
This year, the convention—which was named to BizBash’s list of Southern California’s top 100 events again this year—tested out some formatting changes, most notably with the addition of six-minute case studies, a series of rapid-fire presentations from the likes of Netflix, Microsoft, Chipotle, and Electronic Arts.
The convention also featured the inaugural pet programming zone this year, co-hosted by animal-focused YouTube channel The Dodo. The area offered panels on how to turn your pets into social media stars and featured meet-and-greets with famous animals including Sunglasses Cat, Escobar the Bearded Dragon, and dog and pig duo Pickles and Dill.
In another shift from previous years, TikTok was arguably the biggest winner of the weekend: The short-form video platform—which has 1.2 billion monthly users and was the third most-installed app worldwide so far this year—had a presence at VidCon for the first time. While popular YouTube creators were given extra security and private transportation after massive crowding in previous years, TikTok stars were still largely accessible to fans, generating the weekend’s biggest buzz.
One place that TikTok stars were not accessible, though, was the platform’s ultra-exclusive—and ultra-buzzy—after-party at Bowlmor Lanes. The guest list was strict: Only creators could enter, meaning fans and marketers were stuck following the festivities from afar.
One thing stayed the same, though: Brands such as YouTube, Facebook, MTV, Adobe, NBCUniversal, and more asked the Gen Z-focused crowd to embrace their creative sides at colorful, interactive booths, lounges, and activations. Here’s a look inside some of the weekend’s brand highlights.
NBCUniversal’s “Share Your Voice” activation, produced by Mirrored Media, encouraged VidCon attendees to discuss all the issues that matter to them, from politics to the influencers they love. Attendees could step into a video booth to record their own segments of Snapchat news show Stay Tuned, where they discussed the causes they’d like to see featured on the news. Photo: Mirrored Media
In one area inspired by E! News’ The Rundown, attendees could choose from a menu of phrases—from “Treat Yourself” to “This Is a Case for the FBI”—to have printed on branded T-shirts from a digital printer. They could also help paint a mural by artist Amy Tangerine. Photo: Mirrored Media
In another area inspired by the People’s Choice Awards on E!, attendees could walk down a black carpet and pose for photos and then write in their choices for the awards. Photo: Mirrored Media
Several brands also activated outside the convention center. Invisalign hosted a 15-foot-tall candy station, which featured 20 candy dispensers in the colors of the Invisalign logo. Each dispenser was custom-engineered by producers Mirrored Media to withstand the weight of the candy and the heat of the sun. Photo: Mirrored Media
Mirrored Media also created two custom photo wall backdrops in the VidCon courtyard, including a custom Awesomeness TV sequin wall. Photo: Mirrored Media
Invisalign & Awesomeness TV
The two brands teamed up for a large-scale rainbow slide, produced by Mirrored Media. Guests could race each other on branded slide mats. Photo: Mirrored Media
Toronto-based Collision attracts over 25,000 of the world’s largest buyers and sellers of technology each year, making it a prime setting for tech brands to share the perks of their products with a captive audience. For Engineer.ai, a startup that helps entrepreneurs bring their ideas to life through customized software, North America’s fastest-growing tech conference, this year May 21-24, was an ideal place to exhibit its Builder tool to drive on-site sales. The brand’s strategy ultimately proved to be a success, enabling over 20 platform builds, which add up to more than $1 million in revenue.
Engineer.ai’s Builder product breaks projects into small “building blocks” of reusable AI-powered software features that are customized by a human engineer, giving just about anyone the ability to realize an idea, whether it’s a social app or e-commerce platform, without learning how to code. Playing off of the building blocks concept at Collision, the brand erected a colorful two-story booth featuring modular cubes to facilitate a variety of brand-customer interactions.
Given that Engineer.ai is just over a year old, mass communication was key to its on-site strategy. To that end, the brand built four touch screens into the façade of its booth and held live demos just outside it to draw in passersby. (The brand’s primary sponsorship of Collision’s Pitch startup competition also helped increase visibility.)
“Oftentimes, we’ve found that people might be a little bit timid walking around a conference room floor,” says Lauren Crist, U.S. marketing and communications lead at Engineer.ai. “But the moment we asked them, ‘Have you ever had an idea that you’re looking to build or bring to life,’ everybody said ‘yes.’ So, having those live demos and touch screens externally-facing has really given us a good platform to showcase what we can do for someone early on.”
In addition to brand awareness, cultivating intimate conversations and individual sales meetings was also a chief priority for Engineer.ai. To encourage attendees to schedule one-on-one meetings ahead of the conference, the brand directed them to a microsite where they could pre-book a spec meeting with a product expert. The strategy helped Engineer.ai line up over 50 consultations before the start of the event. On-site, its booth design further promoted individual interactions via two open meeting spaces and five private meeting rooms equipped with computers and screens where brand experts helped customers develop and “spec out” their customized platforms.
“Everyone wants to talk to an expert and be heard, and the power of the product is that they’re able to see, in real time, the cost associated with that and the actual process, so everything’s guaranteed,” says Crist. “Events have been a super powerful way for us to convey that in the digital age where there’s a lot of content online, searching and finding different solutions can be difficult, especially for the audience we’re looking to go after. So, this has been a really powerful channel for us.” Agency: Mirrored Media, Santa Monica, CA.