MEET OUR INTERNS - AN EAGER GROUP OFINDIVIDUALS WHO WANT TO HELP Kelsey Damassa Omar Tucker Anna Buchbauer Lucas Thomashow Alexandra Milburn Patrick Conner
WE ISSUED THEM THE FOLLOWINGCHALLENGE CREATE A QUICK STRIKE PROGRAM THAT THEY WILL DEVELOP AND EXECUTE TO HELP MYMUSICRX ACHIEVE THE FOLLOWING CONNECT OUR BRAND WITH AMPLIFY AND EXTEND OUR PARENTS SOCIAL PRESENCE While our media inventory will effectively reach music When reaching out to artists, inﬂuencers and music lovers, we don’t have a speciﬁc effort dedicated to reaching lovers, what are the speciﬁc actions that we need them to parents, an audience with a high propensity to give. take through social media to spread to the word?
THEIR SOLUTION WAS REVOLVED AROUNDTHE FOLLOWING TENTPOLES CONNECT OUR BRAND WITH AMPLIFY AND EXTEND OUR PARENTS SOCIAL PRESENCE Create meaningful connections Social by design Build locally, export nationally
THEIR IDEA WAS SIMPLE, YET POWERFUL CONNECT OUR BRAND WITH AMPLIFY AND EXTEND OUR PARENTS SOCIAL PRESENCE Create meaningful connections Social by design Build locally, export nationally I NY
WHAT IS “I RX NEW YORK” EXACTLY? I = A guerrilla marketing program aimed towards parents and music fans in New York City. The program involves two key components NY I. Street teams that are physically educating parents on MyMusicRX, getting them to download the mobile app. II. Participants are encouraged to ﬁll out a physical music prescription and take a photo to upload and share
THEY STARTED BY LOOKING AT RELEVANTLOCATIONS AND EVENTS IN NEW YORK I PARKS AND RECREATION NY CITY EVENTS Look towards areas like organic markets, music events at parks and partner retail spaces where parents congregate. Pick out speciﬁc family friendly events in NYC that happen in the summer months.
THEN TRANSLATING THE “MOOD METER”AND “PRESCRIPTION PAD” INTO A CARD Front PROUD Back TAKE THE DIGITAL CONCEPTS OF “MOOD MAKE THEM INTO A PHYSICAL METER” AND “MUSIC PRESCRIPTION” PRESCRIPTION
THE INTERNS JUST HAVE TO GO IN MARKETAND HELP MAKE IT SOCIAL #MUSICRX #MUSICRX GET PARENTS AND MUSIC LOVERS TO FILL UPLOAD PHOTOS OF PEOPLE WITH THEIR IN THEIR PRESCRIPTION AND DOWNLOAD PRESCRIPTION USING #MUSICRX HASHTAG THE APP
WHAT ARE THE IMMEDIATE BENEFITS TOMYMUSICRX? Increase awareness and engagement among parents Increased mobile app download and music purchase Reason for engagement in Instagram and Twitter
AND AN EXPORTABLE GUERRILLA TACTICTHAT CAN BE USED IN ANY MAJOR CITY* PORTLAND, OR NEW YORK, NY CHICAGO, IL DENVER, CO LOS ANGELES, CA HOUSTON, TX *CITIES PICKED AS PLACEHOLDERS
HERE’S AN OVERVIEW ON HOW IT ALLWORKS TOGETHER #MUSICRX #MUSICRX Digital Music Prescriptions Physical Music Prescriptions #MUSICRX Currently, music fans can see (through The interns will physically go out to key Images and video will be captured of MMRX.org) how MMRX kids are feeling locations/events throughout NYC and each participant. With their permission, and prescribe a song through a digital recruit people to ﬁll out a music we will then upload that content onto prescription pad. prescription and direcc them to our social properties and encourage download the MMRX mobile app. them to share via their social network. Our goal is to translate this digital behavior into a physical one in order to They will recruit people in high trafﬁc All content will be connected via add more depth and meaning to the and parent friendly environments such hashtag #MusicRX, inspiring others to action as the Converse store in Soho, Parked repeat the same action Food Cart Festival and Lincoln Center Out of Doors Family Day Translate digital action into a Educate, engage and create Establishing a digital action physical behavior advocates in key locations in unique to MMRX NYC