experiential marketing Archives - Mirrored Media

Summit Awards Mirrored Media

2016 Summit International Creative Award Winner

Posted by | News | No Comments

MIRRORED MEDIA HONORED WITH 2016 SUMMIT INTERNATIONAL CREATIVE AWARD

Out of more than 5,000 submissions from 21 countries, Mirrored Media was named a winner during the 2016 Summit Creative Awards for their expertise in engagement and experiential marketing for one of their latest campaigns, The Magicians Premiere tour with Syfy.

Mirrored Media was tapped to promote Syfy’s upcoming original series, The Magicians.  Syfy needed to create a promotional campaign that would cut through the entertainment clutter and reach the show’s target audience – Millennials.

Mirrored Media hit on key millennial passion points like music, social experiences, and events by partnering with Syfy, Warner Bros. Records and Fullscreen to embark on a five market college tour to promote The Magicians. Each tour stop was hosted by a different popular social media personality and featured an advance screening of the first episode, a live acoustic performance by millennial musician Bebe Rexha, cast appearances, branded concessions and shareable social activations.

By partnering with Bebe Rexha, the campaign was able to reach authentic music fans. The partnership married the two brands together by debuting Bebe’s new, never before heard single “No Broken Hearts” in a Magicians trailer. Bebe promoted the tour prior to and during on all of her social platforms, including behind the scenes footage, and shared The Magicians trailer. Bebe Rexha ended the night with performances of her biggest hits, which resulted in attendees chronicling the tour and sharing their experiences to social media platforms.

Mirrored Media also got social with millennials by tapping into social media influencers. Five different personalities shared custom created content across their social platforms to promote The Magicians. Each influencer hosted a different stop, introducing The Magicians episode and Bebe, and used Snapchat to feature footage from the event; encouraging fans that weren’t able to attend to watch the pre-linear episode before the premiere.

In addition to Bebe Rexha and influencers promoting the tour, Mirrored Media and Syfy teamed up with NBC affiliate networks, local press and promoters in each market as well as college groups to drive attendees to each tour stop.

The Summit Creative Award (SCA) recognizes and celebrates the creative achievements of small and medium sized advertising agencies worldwide with annual billings under $30 million.

Celebrating its 22nd year, the SCA has firmly established itself as the premier arbiter of creative excellence for firms of this size and has become a coveted honor.

This year’s panel of international judges included:

  • David O’Connell, Founder, principal creative director, BANG! creative communications – Canada
  • David Bieloh, Assistant Professor of Graphic Design, Central Washington University – USA
  • Gautam Nath, Vice-President, Balmoral Marketing – Canada
  • Gavin Barrett, Chief Creative Officer, Barrett and Welsh – Canada
  • James Scully, Operations Director, Nevado Limited – England
  • Jeff Fisher, Engineer of Creative Identity, Jeff Fisher LogoMotives – United States
  • Lester Traband, Senior Applications Developer, ANNODYNE – USA
  • Louai Alasfahani, Founder & Chief Creative Officer, Paragon Marketing Communications – Sultanate of Oman
  • Meng-Chih Chiang, Creative Director, HUSH – USA
  • Morgan Young, Principal, Young Ideas, LLC – USA
  • Olga Weiss, Chief Creative Office, IDM – USA
  • Reid Carr, President & CEO, Red Door Interactive – USA
  • Richard Taylor, Founder & COO, Politik Media Inc. – Canada
  • Stephane Jean, Creative Director, Bob – Canada
  • Timothy Yip, COO, VP Client Services, Maple Diversity Communications – Canada

Entries in 20 major categories are judged against a stringent set of standards. During its blind judging (entering company names withheld) the Board of Judges search for and identify innovative and creative concepts, strong executions and user experience, and the ability to communicate and persuade. Winners were selected in a wide range of categories from print and broadcast to online advertising and social media.

This year’s SCA creative competition included companies from the following 21 countries: Australia, Austria, Bangladesh, Canada, Croatia, Denmark, England, Hong Kong, India, Italy, Ireland, Malaysia, Martinique – French West Indies, Philippines, Poland, Portugal, Spain, Switzerland, Turkey, United Arab Emirates and the United States.

The SIA organization was founded in 1994.  Annually it conducts the Summit Creative Award, the Summit Marketing Effectiveness Award and the Summit Emerging Media Award.

Additional information about the Summit International Awards organization, see our profile, and view our winning submission, click here.

 

DSC_5228

Pepperdine Magazine | “For Entertainment Purposes Only”

Posted by | News | No Comments

A Seaver College alumnus launches an experiential marketing company that bridges the gap between music labels, artist, and fans.

Justin Lefkovitch (’09) was working on his bachelor’s degree in business administration when he composed a business model for a marketing company and submitted it to the Business Plan Competition, a contest presented by the Graziadio School of Business and Management in collaboration with Seaver College. When his submission was selected as a finalist, he knew it was worth further pursuit.

While pursuing his degree, Lefkovitch began managing local singer-songwriter Ray Kennedy, admittedly his first encounter with professional music production and management. With special insights into the music industry, Lefkovitch noticed gaps in communication and satisfaction among artists, labels, and consumers. After speaking with several artists, Lefkovitch began to think about possible ways to bridge this gap that would benefit all three parties as they participate in the branding and marketing processes together.

Two years after graduating from Pepperdine, with solid real-world business experience through Ray Kennedy’s ventures, funding from angel investor Vaden Saunders, and a partnership with music production mogul Steve Kofsky, Lefkovitch launched Mirrored Media, an experiential marketing company based in Santa Monica, California.

Since opening its doors in 2011, Mirrored Media has generated an impressive list of high-profile clients, including Acura, Universal Pictures, Syfy, Fox, and Google Play. The company has also been featured in numerous publications, such as Forbes, the New York TimesAdWeek, and Event Marketer, the magazine that placed Mirrored Media on its Top 100 Event Agencies “It List.”

Lefkovitch sat down with Pepperdine Magazine to explain the concept behind Mirrored Media and share what he’s learned on his professional journey thus far.

Pepperdine Magazine: How did working with Ray Kennedy influence the development of Mirrored Media?

Justin Lefkovitch: While working with Ray, I had the pleasure of meeting and working with countless talented artists. During this time, the music industry was going through dramatic shifts, both in the artist deal structures within major labels, as well as in the way consumers perceived and valued music.

My interest in marketing and advertising, and a desire to create additional revenue streams for artists in the ever-changing environment, led to an idea of creating organic brand campaigns that would not only benefit artists financially, but also meet their goals. I saw what projects were being executed within the space and how many lacked the artist’s unique voice and brand identity. Many campaigns were perceived as contrived by the fans. My approach was to create a win-win scenario for brands and talent.

PM: How did you discover the music industry ’s pain points?

JL: By having many conversations with artists I was working alongside at the time. I noticed that there was a strong breakdown of communication between talent and marketing executives. Each camp spoke a different language, with very different campaign goals and interests in mind. In addition, the music industry can be perceived as intimidating, due to the complexities around publishing and licensing. Some might even perceive it as risky.

This attitude, coupled with the fickle fan perspective of branded content and campaigns, laid the foundation for my idea. I strongly believed that mutually beneficial experiences could be created to produce a successful marketing campaign—and we have now proven that.

PM: What exactly is “experiential marketing?”

JL: For me, experiential marketing is messaging that you can touch, feel, view, and engage with within the physical or digital space—basically, any experience that moves you and makes you want to share it with your friends. While traditional advertising concentrates on verbally and visually communicating the brand message through radio, print, and television, experiential marketing can encompass a variety of mediums focusing on creating an experience that immerses the consumer in the brand message with a more high-touch but low-pressure approach.

PM: What sets Mirrored Media apart from other marketing companies?

JL: Mirrored Media concentrates on creating high-impact and enduring lifestyle campaigns that specialize in music and entertainment. Each member of my team has extensive experience working in the music and entertainment world, as well as the traditional marketing landscape.

From previous artist managers and tour managers, to marketing directors and art designers, I am fortunate to have an incredible team that understands the needs of both the brand client, as well as the influencer partner who could be a band, artist, or social media star. I believe Mirrored Media’s strength comes from our approach and close relationships with our influencer partners, coupled with our strong creative ideas that continuously challenge the notion of what’s possible and push the creative needle over the edge.

Our executive team is made up of millennials who can continuously evolve our capabilities and creative to meet the needs of the market. Ultimately, every one of our brands and partners experience transformational results through each campaign.

PM: What’s the best advice you’ve ever been given?

JL: When I first came up with the idea for Mirrored Media, Gary Mallaber—who most famously composed for Steve Miller Band and drummed for Bruce Springsteen, Van Morrison, The Beach Boys, John Lennon, and many others—once told me that if I could bring humanity back to the industry, we would have a line of artists and brands wanting to work with us. That always stuck with me and I tried to do exactly that.

 

The 2016 Event Marketer It List – Top 100 Agencies

Posted by | News | No Comments

We are proud to announce that Mirrored Media was named by Event Marketer as one of the top 100 agencies for the Second Year in a Row in their 2016 It List.  We could not have accomplished this without the help of our amazing team and our extraordinary clients.

This award represents our hard work and determination to become a leader in the experiential marketing field and this only motivates our team to excel in bringing the best products to all our clients and supporters.

“It was the toughest year to date to be selected for the It List, so let’s give a big round of applause to the 2016 Top 100 Agencies who hustled to hit every mark—and to an industry that has truly hit its stride. Congratulations.”

 

See the whole list HERE and read more about what Event Marketer has to say about Mirrored Media HERE.

Justin Lefkovitch Forbes

FORBES: Meet Justin Lefkovitch: The Mirrored Media Founder Transforming Experiential Marketing

Posted by | News | No Comments

In 2011, Justin Lefkovitch founded Mirrored Media, a leading experiential marketing company that specializes in creating high impact, enduring lifestyle campaigns that unite marquee artists with influential brands. The 28-year-old and his tight-knit team of skilled young forward-thinkers help brands connect with their target demographic through crafting organic music experiences.

The ever-evolving convergence of marketing, entertainment, technology and culture has reached an exciting turning point. With the advertising industry transitioning into the new entertainment business, more brands are expanding into the lifestyle space in unconventional ways. Brands are discovering the deeper value in partnering with various artists and influencers to craft content and campaigns that solidify their position within pop culture. Understanding the seamless merger of music and digital media, brands and marketers are collaborating to create products, platforms, and experiences that authentically engage a millennial audience.

While advertisers continue investing the bulk of their attention and resources into developing mobile-focused digital videos and cutting edge social programs, there’s an evident gold mine emerging in the realm of live events and experiential marketing. In an era where festivals stand as the thriving pulse of music, touring is more frequent than ever, and brands seek to participate at each stage of the consumer journey, experiential marketing offers the perfect opportunity to experiment with truly cutting edge concepts. With a foresight of the changing landscape, Justin Lefkovitch set out to build a company that would provide the blueprint for how brands and artists collaborate to not only achieve their goals, but also enhance and advance their art form in the process.

Justin Mirrored 1

While a student at Pepperdine University, Justin began managing renowned singer/songwriter Ray Kennedy, stepping in to handle various aspects of his career. Serving as his first introduction to the music business, Lefkovitch learned the dynamics of the industry, while further discovering the deficiencies and frustrations that artists endured. One particular issue that stood out was the evident disconnect between brands and artists, with neither side able to identify the shared values required to forge healthy, authentic partnerships. “I looked at what was happening in other aspects of entertainment, in sports and in movies, where brands had really figured out how to market in that space and evolve the art form through product placements that were organic and authentic,” Lefkovitch told Forbes. “At that time, brands, music and entertainment working together seemed like selling out, but I knew there was a way to make it work authentically.”

 Taking his learned knowledge and innate instincts; Justin developed a business plan and submitted to a contest held by the University. Making it to the finals, Lefkovitch gained the spark and confirmation needed to fully believe in his idea. His passion and vision attracted the attention of Grammy Award Winning composer Steven Kofsky, who became Justin’s first investor and business partner. From there, through diligence and tireless work, Mirrored Media was born and quickly rose to prominence. “He had a lot of passion for what he was doing, and to me, he had a very good idea,” Kofsky told Forbes. “He believed in his idea, and the concept of how he wanted to execute the idea, but his passion was the key — he was ahead of his years.”

Today, his growing roster of global clients includes Google GOOGL +2.19%, Acura, TuneCore, Mophie, Fullscreen, Awesomeness TV, and Crave Online. From prominent festivals and premiere conferences, to nationwide tours and disruptive pop up activations – Mirrored Media is widely credited with delivering massively successful live events that drive awareness, engagement, influence and capital for each brand partner. Receiving recognition for their groundbreaking work and innovative approach to developing interactive branded entertainment experiences, Mirrored Media earned a coveted spot on Event Marketer’s 2015 It List of Top 100 Event Agencies.

With a growing group of smart and savvy employees representing richly diverse perspectives and a broad scope of industry experience extending across music, media and marketing, Mirrored Media embodies the ethos and vision of today’s generation, reflecting a rapidly emerging trend of fearless, creative millennials on a mission to transform the attitude and framework of modern marketing. “I think we’re very lucky, because we’re in a position to pick our clients and pick the projects we want to be a part of,” stated Lefkovitch. “We work with clients that we really vibe well with, clients we can be a positive influence on, that listen to what we have to say, and want to truly create something really dope and creative.”

I visited the Mirrored Media headquarters in Santa Monica, California and spoke with Justin about the road to launching his company, what gives his team an edge in the experiential space and how their winning streak will carry into 2016 and beyond. Watch above or view the full interview here.

Follow me on Twitter to share your comments and continue the conversation @Allthingsmitch