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Event Marketer: COACHELLA ROUNDUP: BMW Road to Coachella

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April 19, 2019

Spring’s hottest ticket is about to fringe and flaunt its way into a second weekend. We’re talking Coachella Valley Music and Arts Festival, the trendsetting, celebrity hotspot that boasts some pretty epic experiential marketing programs on top of epic performances. Ahead of the Indio, CA festival’s second and final weekend, April 19-21, we offer our roundup of the brands that have come out to play in the desert.



For the last two years, BMW has leveraged key partnerships and a fleet of its vehicles to document what the “Road to Coachella” looks  like for influencers and musicians. To maintain its festival narrative and build on its legacy at this year’s event, the automaker again partnered with influencers and a key artist to deliver Road to Coachella content, but its on-site presence for the first time took the form of a “Pit Stop.”

At the heart of the program was Khalid, a Coachella headliner and the biggest musician BMW has worked with to-date. Riding on the success of the April 5 release of his album “Free Spirit,” the contemporary soul artist (and BMW driver) helped the brand outfit an assortment of its vehicles to match the aesthetic of the album cover, which features flames and a wolf. The theme of the campaign: youthful joy and freedom.


Ahead of Coachella’s opening weekend, BMW’s influencer partners, including personalities like Paris Hilton, Laura Marano and Ross Butler, each headed to Palm Springs in a newly decked-out BMW and, of course, documented their journey on social media. Riding on that initial buzz, Khalid then announced his Road to Coachella Pit Stop to fans online.

The Pit Stop, which was located at the BMW of Palm Springs dealership and was open to guests Thursday through Sunday of Coachella’s opening weekend, was home to an array of exclusive merchandise, the “Free Spirit” fleet of BMWs and Khalid’s own van, also designed to match the artist’s album cover. In addition, there was a claw machine that gave fans a chance to snag custom Khalid Road to Coachella bandanas (which could be custom embroidered on-site), food trucks, games, music and, on Saturday—a visit from Khalid himself. Agency: Mirrored Media, Santa Monica, CA.


Photo courtesy: BMW

Check out the full article HERE on EventMarketer.com

Forbes Feature: How Big Brands Are Reaching New Audiences At Coachella

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By Yola Robert, Contributor


Coachella has become one of the biggest festivals in the country with over 125,000 attendees each weekend this past year which does not include the number of people that travel to the area for the parties or activations. It is estimated that Golden Voices’ Coachella and Stagecoach generate approximately $900 million in economic activity around the Coachella Valley area. With the majority of attendees contributing to the almost billion dollars in economic activity consisting of Gen Z and millennials, major brands have the opportunity to build relationships with new audiences that they would not typically interact with otherwise.

“For brands, identifying influencers is easy. Paying them to post is easier. Building a trusting relationship where both sides can add value to the other (without feeling used) is the ultimate challenge. ‘Return On Influence’ is the new ROI,” says Christopher Rockwell of LOVE, a brand strategist who helps companies like Audi, Fendi, and Google. 

Revolve has proven that activating at Coachella is a must for brands looking to boost revenues while staying culturally relevant. But Revolve isn’t the only brand that shines its presence in the desert; Express, BMW, American Express, Create & Cultivate, Rachel Zoe, Levi’s and Neon Carnival have all invested in creating an experience to connect with existing customers while reaching a new audience.


Kahlid next to the Khalid designed BMW i8 for #roachtocoachella.
Khalid next to the Khalid designed BMW i8 for #roadtocoachella. BMW

BMW returned to the desert for #roadtocoachella produced by Mirrored Media with Khalid as their 2019 artist. Khalid designed the art for a fleet of BMW i8’s to be driven down to the popup by influencers and celebrities. At the popup, fans got to meet Khalid, shop the collab merch and test out the i8’s. BMW has taken an unconventional approach in making its activation more about a lifestyle rather than a car.

“As the world´s most vibrant music and art festival, Coachella is an ideal match from a brand perspective. At BMW, joy is in our DNA, and with experiences like #roadtocoachella, we are able to connect authentically, yet unconventionally with young (at heart) people in a very emotional way. Coachella broadens our community from an automotive company to a more accessible & inspiring lifestyle mobility brand.”  Stefan Ponikva head of BMW events and BMW group shows.

Check out the full article HERE on Forbes.com

Us Weekly: Khalid and His New Album ‘Free Spirit’ Inspired the BMW i Festival Cars Heading to Coachella 2019

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And if the painted flames and image of a wolf looks familiar to you, that’s because BMW i was inspired by Khalid’s new album ‘Free Spirit.’

And it’s a mutually beneficial partnership produced by Mirrored Media. Khalid admits to getting ideas for his music while on long drives in his BMW i. “I love road-tripping, hopping in my car and driving back home to El Paso is 12 hours each way from L.A. To me, BMW, especially BMW i8, is the embodiment of freedom on the road. I really feel like a free spirit when I’m driving and listening to music. I love making music that you can crank up and drive to with the windows down,” Khalid said in a press release.

Khalid BMW
Khalid BMW i

And Khalid isn’t the only A-lister heading down to Coachella in a funky car. ParisHiltonLena GerckeLaura Marano and other influencers will be traveling to the venue with BMW i a day before the festival begins to experience while exploring Palm Springs.

If you’re not lucky enough to get your own personalized automobile, fans of Khalid can check out the ‘Pit Stop’ at BMW of Palm Springs where visitors can purchase exclusive merchandise, enjoy a food truck and listen to great music.F

BMW i is supporting the event throughout weekends 1 and 2 from April 12-21.

Read the full article HERE at USWEEKLY.COM

Mirrored Media Wins Agency of the Year

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Mirrored Media is excited to announce that we have won the 2019 Agency of the Year award by Eventex Awards.

Founded in 2009 to celebrate creativity, innovation and effectiveness in the industry, today Eventex Awards is the most coveted and recognizable competition in the world of events – a true symbol of high achievement and excellence.

Road To Coachella With Khalid – iHeart

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Are you “Young Dumb & Broke?”  Are you looking for a “Better” way to get from the “Eastside” to Coachella?  Well here’s your chance to ride in style!  iHeartRadio has teamed up with Khalid and BMW i to send you to Coachella in a BMW i8!  That’s right, we’re giving you airfare to the Coachella Valley, hotel accommodations throughout the festival weekend, 2 VIP tickets and VIP passes to park your Khalid wrapped BMW!  All you need to do to is listen to Khalid radio on iHeartRadio and ENTER TO WIN!

Miles Davis House x Builder by Engineer.ai

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Miles Davis House x Builder by Engineer.ai

AUSTIN, Texas (March 5, 2019) – In The Spirit Of Miles, Celebration Promotes Music, Art and Cultural Progressiveness, Featuring A Stellar Line-up Of Multi-Genre Emerging Talent


Kind Of Blue Scotch Whisky Served

Miles Electric Band, Micah Nelson/The Particle Kid Featuring Sunny War, David Wax Museum, Dos Santos, Striking Matches and Cedric Burnside Perform

WHO: Erin Davis (son of Miles), Cheryl Davis (daughter of Miles) and ​Vince Wilburn, Jr. (nephew of Miles), representing Miles Davis Properties, LLC.

Featuring live performances by Miles Electric Band, Micah Nelson/The Particle Kid featuring Sunny War, David Wax Museum, Dos Santos, Striking Matches and Cedric Burnside.

WHAT: Miles Davis House is an annual SXSW day party hosted by the Miles Davis family and featuring a wide cross section of multi-genre emerging talent, the next generation of musical disruptors. In the spirit of Miles, the celebration promotes music, art and cultural progressiveness. Kind Of Blue Scotch Whisky and specialty cocktails will be served. A new Miles Davis T-shirt will be available with original artwork by Francine Turk.

The event is powered by Builder by Engineer.ai. Additional sponsors include Miles Davis Estate, Legacy Recordings/Sony Music Entertainment and Riviera Imports. Music is curated by The Miles Davis Estate and Andrew Leib, with production by Antone’s.

Please download this special web app for admittance: https://www.engineer.ai/milesrsvp

Engineer.ai is teaming up with the Miles Davis Estate to power the guest management platform for the event through its Builder product. Engineer.ai empowers anyone with an idea — from e-commerce platforms to social apps — to build it without learning to code. Combining AI+human developers to create a software assembly line, Builder delivers custom software products quickly, simply and affordably. As a result, an entire #BuilderGeneration — from individual dreamers, to entrepreneurs, to enterprise-scale solutions for businesses— is emerging and realizing their dreams. A technology partner for life, Engineer develops, hosts, and maintains custom software for its customers.

Miles Davis, one of the most innovative and influential figures in music, epitomizes the #BuilderGeneration. Throughout his career, he constantly innovated, breaking down barriers and appealing to broader audiences across genres. As a result, he inspired entire generations of innovators, making Builder and the Miles Davis Estate a natural partnership. Engineer.ai works to inspire an entire #BuilderGeneration of dreamers, creative individuals and companies to build their technology ideas.

Miles Davis House supports HOME, a non-profit 501c3 on a mission to renovate the childhood home of Miles Davis.

“SXSW for many years has been a showcase for young talent and we wanted to be a part of it. We wanted to help bring new talent to light, in different genres together, just as Miles also introduced new talent in his band” – Miles Davis Estate

About Engineer.ai
Based in London and Los Angeles, Engineer.ai was created to empower anyone with an idea to build it without needing to code. Engineer.ai has already attracted hundreds of customers across the globe, from e-commerce and m-commerce platforms, to social apps, who have used the Builder platform to create products like BBC, DiditFor, Virgin, and Manscore. Engineer.ai combines AI+human developers to create a software assembly line that builds custom software products quickly, simply and affordably. A technology partner for life, Engineer develops, hosts, and maintains custom software for its customers. In 2018, the company secured a $29.5M Series A funding round, one of the largest in Europe. For more information on Engineer.ai and its Builder platform, please visit https://builder.engineer.ai.

WHERE: ANTONE’S 305 E. 5th Street, Austin TX
Free & Open to the Public
*Please download this special web app for admittance: https://www.engineer.ai/milesrsvp

12 noon – 6 p.m.

12 noon Cedric Burnside
1:00 p.m. Striking Matches
2:00 p.m. Dos Santos
3:00 p.m. David Wax Museum
4:00 p.m. Micah Nelson/The Particle Kid featuring Sunny War
5:00 p.m. Miles Electric Band

The Roots Jam Session x Builder by Engineer.ai

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Builder by Engineer.AI is your next generation partner for creating new apps and platforms. The Builder platform unites two essential engineering principles, building and operating, under a single common methodology. That’s why with Builder, you don’t have to be a coder to bring your next project to life – all you need is an idea.

To showcase this platform’s incredible capabilities, Mirrored Media partnered Builder with Grammy Award-winning legends The Roots for their annual Grammy Jam. Occurring the week before the Grammy Awards, The Roots Jam Session is a two-day event that brings together an eclectic and unforgettable mix of musicians for an impromptu jam session with backing from the Legendary Roots Crew; a group that Rolling Stone magazine has called “one of the 20 greatest live acts in the world.”

Guest performers included:

  • 2 Chainz
  • Anderson .Paak
  • Esperanza Spaldin
  • Jorja Smith
  • Swizz Beatz

…and many, many more.

With this caliber of guest on the list, The Roots needed a platform that they could customize and trust. That’s why they collaborated with Builder to create a personalized platform that they were able to easily upload their list of attendee names into, with multiple different ticket types. This new platform allowed the Roots to own the process from start to finish – as opposed to trying to work around a pre-built, generic RSVP platform like Eventbrite. Onsite, managers had admin access direct from their phones, while check-in staff raved about the ease of the platform and its ability to easily search guests by their first or last name and by the individual who invited them. Plus, with a one touch check-in, we kept the line moving while also ensuring that there were no accidental duplicates, repetitions, or errors.

LAST CALL Presents the Complex Music in Film Summit at Park City Live during Sundance

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LAST CALL Presents the Complex Music in Film Summit at Park City Live, Produced by Mirrored Media

PARK CITY, Utah (January 25, 2019) – Centered at the 50-yard line of Main Street, Park City Live (PCL) was, once again, the pulse during this year’s Film Festival bringing the best in entertainment to Hollywood’s elite. The legendary music venue debuted The Complex Music in Film Summit at Park City Live Presented by Last Call, a one-stop shop for filmmakers, actors, actresses, and key influencers to promote their films and projects to top tier media and industry insiders. The Music in Film Summit was designed and produced by leading experiential agency, Mirrored Media.

In between the panel discussions, guests relaxed and re-hydrated at the LAST CALL Lounge, the hangover prevention drink full of vitamins, plant extracts, and electrolytes. Guests also had the chance to get wardrobe ready at the pop-up TopShop & TopMan Styling Studio where personal stylists hand selected outfits and accessories for the ultimate film festival style. Additionally, film festival-goers enjoyed a full bloody mary and mimosa bar, as well as the delicious cold, pressed flavored water, Lemon Perfect.         

On Day 1, actors Peter Sarsgaard and Tony Revolori joined the cast and executives of their film The Sound of Silence  for a panel discussion led by Ben Lyons. The cast rehydrated with elixir beverage, Last Call before hitting the stage to talk about their film that tells the story of a successful “house tuner” in New York City, who calibrates the sounds in people’s homes in order to adjust their moods. 

Christopher Mann, Vincent Young, and Erin O’ Brien took the stage as well for their film What Death Leaves Behind in which a kidney transplant recipient has violent nightmares about his donor’s murder. While The Culture of Music Today panel with DJ Ryan Best, DJ Spider, Madison Beer, Reggie Watts, and editor in chief of  Complex, Damien Scott spoke to the relevancy of music in relation to film and society.


On Day 2, The Slamdance panel with Jordan Ruben, Thomas & Michael Matthews, and Nicole Brending highlighted Slamdance as a showcase for raw and innovative filmmaking self-governed – By Filmmakers, For Filmmakers. Following, the Women & The Power of Change panel featured powerful and relevant women who are dedicated to making changes in society. 

David Arquette was spotted sipping a Lemon Perfect cold pressed beverage as he hung backstage before his panel promoting his film, The Mope about a true story of a real-life murder in 2010 at a San Fernando Valley porn company. Arquette was joined by Brian Huskey, Max Adler, Tonya Cornelisse, Nathan Stewart, Kelly Sry, and Lucas Keyne to discuss the film. 

The music loving Arquette, stayed to enjoy the panel Wu-Tang Clan: Of Mics and Men. The Film’s director Sacha Jenkins and executive producer Peter Scalettar shared the real story of the Wu-Tang Clan, with never-before-seen footage and interviews recounting the obstacles traversed to stay united as one Wu family.

On Day 3, Shameless Stars Jeremy Allen White, Steve Howey and Shanola Hampton popped into the Music in Film Summit to support  “Bend it like Beckham” director Gurinder Chadha for her film Blinded By The Light. Gurinder Chadha was joined by Sarfraz Manzoor and Viveik Kalra to discuss the film which showcases the true story of Bruce Springsteen’s inspirational influence on a young Muslim boy growing up in Luton.

Rhys Ernst, Leo Sheng, Jay Wadley, and Nicholas Alexander lead the ADAM panel and facilitated discussions around the trans community. Vanderpump Rules stars Lala Kent and fiancé Randall Emmett caught this panel, and were seen shopping at Top Shop Top Man while sipping Lemon Perfect cold pressed water.

The Music in Film Summit closed out with the final film panel, with VEEP Star Sam Richardson for his newest film Bootstrapped. He was joined by Maribeth Monroe and Stephanie Laing where they hung in the Last Call Lounge. Bootstrapped is a movie about best friends who launch a fashion/tech startup in a Kansas City garage.

Mirrored Media Announced as Winners for two Summit Marking Effectiveness Awards

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Mirrored Media Wins Two Summit Marketing Effectiveness Awards

Mirrored Media is excited to announce that we are double winners for the 2018 Summit Marketing Effectiveness Awards. Our BMW i Road to Coachella campaign was chosen for platinum for social media and silver for online advertising and marketing.

The Summit Marketing Effectiveness Award responds to a common need in the marketing and advertising sector: to acknowledge the contribution of results and messaging, and the achievement of the marketer’s business goals. The Summit Marketing Effectiveness Award is unique to other award programs because it reinforces that the goal of marketing communications is to change, influence or reinforce a audience’s knowledge, attitudes, or beliefs. Using this premise as a basis for its judging criteria, the competition is becoming a true arbiter of marketing communication effectiveness. During the 2017 event, judges analyzed submissions and selected only 6% to receive the top spots. A truly international competition, the Summit Marketing Effectiveness Award received submissions from the following thirteen countries including Australia, Canada, Denmark, England, Germany, India, Nigeria, Singapore, Republic of Korea, South Africa, Turkey, United Arab Emirates, and the United States.

“Marrying creativity and effectiveness can be a difficult task, so winning a Summit MEA is a significant achievement.” Said Jocelyn Luciano, Executive Director for the Summit Awards. “The combination of experienced judges and our tough criteria ensures that only deserving submissions receive Summit MEA recognition.” 

The Summit Awards organization is dedicated to furthering excellence in the communications industry. It administers three distinguished award competitions throughout the year with the goal of raising the awareness of companies and individuals who have the creative and marketing talent to go beyond the ordinary.

Throughout its 25-year history, the organization has established itself as one of the premier arbiters of communication excellence. Using stringent evaluation criteria and blind judging processes, its competitions reward only those firms whose work exemplifies the best in their class. Companies from all over the world invest their promotional dollars for the opportunity to be recognized as a Summit Award winner. The organization conducts three awards each year: Summit Creative Award, Summit Emerging Media Award and Summit Marketing Effectiveness Award. Additional information about the Summit International Awards and its programs is available at http://www.summitawards.com

Chief Marketer 2019 Top 200 List Announced

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Chief Marketer 2019 Top 200 


Industry’s only comprehensive list of the best engagement and activation agencies across 11 partner categories and specialties shines spotlight on the fastest-growing channels of marketing

Norwalk, CT, December 17, 2018 – Chief Marketer, a leading publisher of content, recognition programs and training events for Fortune 1000 marketers, today unveiled the 2019 Chief Marketer 200. It is the world’s only editorial list of best-in-class non- advertising agencies. Mirrored Media is proud to be named as one of the top marketing agencies on this list. 

The CM200 features editorial listings and coverage of agencies spanning 11 categories, including Experiential, Sports & Entertainment, Promotion, Retail/Shopper, Digital/Content, Social Media, Design and Innovation, B2B Demand Gen, B2B Brand Engagement Marketing, B2B Experiential Marketing and Martech. Editorial profiles include details on core capabilities and specializations, examples of outstanding work, insights on culture and people, client examples and RFP contact information.

“Today’s marketer relies on a toolkit of new technologies and tools that emphasize engagement and experiences above advertising techniques that merely talk to, rather than with, the customer,” says Jessica Heasley, Content Director at Chief Marketer. “The Chief Marketer 200 serves as an invaluable resource for marketers seeking to engage the right partners to help them craft meaningful—and measurable—campaigns and strategies.”Chief Marketer’s editors accepted applications from across the country for the CM200 earlier this fall. Winners were selected based on several criteria including: insightful client testimonials; outstanding case study submissions; high caliber, consistent work across programs and clients; innovative and creative executions; and bold and inspiring concepts and ideas that are moving the industry forward. The 200 agencies selected for this year’s program are thought leaders in their craft and representative of the best of the marketing industry.A


Global online content portal Chief Marketer, an Access Intelligence brand, arms aspiring CMOs with the tools, insights, data and training they need to master the “next frontier of marketing”—an age of marketing much less dependent on advertising and much more focused on the rest of the branding toolkit. CM has more than 150,000 readers who rely on its content and live events to help them cut through the noise and find the solutions necessary to optimize their performance. From digital, direct and content marketing, to social, experiential, promotion and more, our weekly newsletters and daily website content cover it all. In addition to the CM200, Chief Marketer also produces the PRO Awards, and recognition programs including Masters of Martech and Future CMOs.

Check out the 2019 Top 200 List HERE