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Mirrored Media wins 2 Summit International Marketing Effectiveness Awards

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Mirrored Media wins 2 Summit International Marketing Effectiveness Awards

We are very proud to announce that Mirrored Media has been named a 2017 Summit International Marketing Effectiveness Award winner in two categories. The Summit Marketing Effectiveness Award (Summit MEA) allows advertising companies to demonstrate their ability to influence consumers’ knowledge, attitudes, and beliefs. The business of advertising is about creatively and effectively executing an advertiser’s goals, and the Summit MEA gives successful firms an opportunity to highlight their effectiveness. Our influential BMW Road to Coachella campaign was awarded in both categories.

Advertising and marketing firms face a number of barriers, including small budgets, product quality and pricing, selection, competition, distribution, geo-political and macroeconomic issues. The Marketing Effectiveness Award offers creatives an opportunity to present ways they have overcome barriers to deliver a successful campaign.

Awards:

BMW Road to Coachella: Summit Marketing Effectiveness – Best in Category – Online Advertising and Marketing

BMW Road to Coachella: Summit Marketing Effectiveness  – Video

About Road to Coachella: 

This first-of-its-kind partnership paired renowned composer and producer Hans Zimmer with BMW i to create an artistic and visually-inspiring content piece featuring an original score by Zimmer himself along with a cast of Coachella and influencer cameos. The concept was unique in that it gave BMW the opportunity to create an open dialogue with its target audience while also fostering a narrative around why BMW partnered with Coachella. The campaign told the story of the partnership while blending multiple forms of art including music, film, photography, and automobiles across multiple genres. The success of the campaign allowed BMW to focus on a new lifestyle line of marketing that has now changed the direction of its 2018 efforts going forward.

About Summit Awards:

The Summit Creative Award, Summit Marketing Effectiveness Award, and Summit Emerging Media Award are all piloted by the Summit International Awards, a US-based organization. The Summit Award is not tied to an advertiser, magazine, trade association, ad club or other outside influence. The Summit Awards is independent and international in its scope and focuses on identifying creative, superior, and effective marketing. It conducts impartial, ‘blind’ judging events and, once completed, recognizes, celebrates, and promotes creative, effective marketing on behalf of winning companies and individuals. Its judging process is impartial and free from outside influences. It withholds both the names of the judges and entrants throughout the entire evaluation process. Both judges’ and contestant’s names are withheld until after award-winning entries are selected. This anonymity shelters all involved from any vested interest that may attempt to influence the award’s outcome.

Summit Marketing Marketing Effectiveness Award – Over the past 24-years, the Summit Awards has established itself as one of the premier arbiters of creative and marketing excellence. Being recognized by the Summit Awards brings your company prestige and additional value, and we salute you. Winning provides validation of your work and functions as a respected industrywide critique. This honor can also aid in your efforts to attract new accounts; reinforce relationships with clients; reward employees, partners, and subcontractors; and motivate team members.

The Summit Marketing Effectiveness competition is based on the premise that the goal of marketing communications is to change, influence, or reinforce a target audience’s knowledge, attitudes, or beliefs. Using this premise as a basis for its judging criteria, the competition is a true arbiter of marketing communication effectiveness. When a submission achieves the goal of marketing communication effectiveness, judges recognize it with a silver and platinum-level wins. They granted this status to only 9% of the submissions in this year’s competition.

BMWi’s Road to Coachella with Hans Zimmer

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BMW has teamed up with Mirrored Media on their Road to Coachella.

Coachella has long been one of the largest music festivals in the world and a hotbed of fresh, sustainable, and progressive ideas. For this reason, BMW i ventured outside its core event strategy to become Coachella’s first-ever automotive partner. BMW i teamed up with Mirrored Media to present #RoadToCoachella, a campaign that seamlessly blended music, inspired design, technology, sustainable mobility, and the journey that fans and artists take on their own road to Coachella.

This first-of-its-kind partnership paired renowned composer, producer, and Coachella headliner Hans Zimmer with BMW i to create an artistic and visually-inspiring content piece featuring an original score by Zimmer himself along with a cast of Coachella and influencer cameos. The narrative followed Zimmer along his journey to his first-ever and much-anticipated Coachella headlining performance. Zimmer is no stranger to the spotlight, having scored films such as InceptionThe Lion King, and Pearl Harbor. The campaign successfully fused together digital and social elements by creating original branded content that introduced Coachella fans to BMW i through an authentic medium while garnering millions of views and tens-of-millions of impressions organically, going viral across social media almost instantly.
The concept was unique in that it gave BMW the opportunity to create an open dialogue with its target audience while also fostering a narrative around why BMW partnered with Coachella. The campaign told the story of the partnership while blending multiple forms of art including music, film, photography, and automobiles across multiple genres. The campaign also featured a group of prominent Coachella performers, which is unique for Coachella brand sponsorships.
The star-studded group included Marshmello, Grouplove, Broods, Warpaint, Galantis, Amy Pham, Brian Willitte, Silas Lee, and of course, Hans Zimmer’s All-Star Orchestra featuring Niles Marr.
A social media campaign supplemented the online content, creating continued engagement and dialogue. The campaign consisted of 10 influencers and artists who supported the #RoadToCoachella through original content and social media posts before, during, and after the festival. Posts included calls-to-action for fans to watch the original content, and offered festival-goers the chance to win weekend passes by documenting their own preparation and journey to the Coachella Valley via social media using the hashtag #RoadToCoachella.
The campaign launched with three social media-based teasers released by Coachella and BMW on their respective social media channels. The first teaser officially announced BMW’s sponsorship. The second teaser hinted at Hans’ participation in the campaign. The third and final teaser helped craft the storytelling experience and drive traffic to the long-form content. The pieces went viral across social media, leaving fans curious and anxious to see what would happen next.
The long-form piece of content was truly unique in that it included exclusive behind-the-scenes rehearsal footage from Hans Zimmer; which is rarely seen; mixed with artistic sound stage shots, lifestyle driving shots on the actual road to Coachella, original content from influencers and other Coachella artists, and even user-generated content from fans. The piece integrated several anticipated Coachella headliners from various genres rarely seen together in one video.
On site at the festival, BMW i invited visitors to its innovative Brand Lounge in the VIP Area where fans were able to experience the allure of BMW i and the unique Coachella-inspired design, co-developed with Garage Italia Customs. An eye-catching photo collage in the VIP tent documented the making of the #RoadToCoachella campaign and featured original behind-the-scenes photos of the i8 and i3 in action with cameos by Hans Zimmer, Niles Marr, and Brian Willite.
A stand-out feature of the BMW i3 fleet at Coachella was a unique wrap that was created especially for the occasion; its design reflecting the creative and unconventional nature of the event. BMW i8 plug-in hybrid electric sports cars with the Coachella design also took to the roads between Los Angeles and Indio with a select group of festival-bound celebrities and influencers on board.
The #RoadToCoachella hashtag garnered the following:
Over 2.5k mentions
Over 33M impressions
– 44% Twitter
– 50% Instagram
– 5% Tumblr
– 1% Facebook
The influencer campaign garnered:
Over 20.5M impressions
Over 240k likes
Over 150k original video content views
Over 1.2k comments
Fans also got creative with their own #RoadToCoachella original content with custom photos and videos.

 

mophie Rocks Coachella

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mophie with Mirrored Media rocked two weekends of Coachella.  Guests were able to purchase life saving mophie chargers at multiple convenient locations throughout the festival grounds including in the VIP area, camp ground, merch tent and the air conditioned charging station.  mophie also teamed up with Zia Records and Coachella to supply artists throughout the festival with much needed power. Read More

mophie helps to power Coachella

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Mirrored Media is happy to announce that we will be rocking out with mophie this year at Coachella.  More than 85,000 people will flock to the Empire Polo Club in Indio, Calif., the weekends of April 12 and 19 for the ultimate showcase in music and art. mophie will be there to keep the crowd’s devices as energized as the attendees and performances themselves. Read More