Marketing Archives - 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.

 

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.