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Austin City Limits Music Festival 2007
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Austin City Limits Music Festival 2007

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How brands can enhance an experience.

How brands can enhance an experience.

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  • 1. Austin City Limits Music Festival: 2007 3 Days 8 Stages 130 Bands http://off-the-l.blogspot.com/
  • 2. Last year: Lots of people. This year: 65,000 people http://off-the-l.blogspot.com/
  • 3. Some were cowboys. Some were hipsters. Some were The Gap’s version of hipster. Some didn’t know that ‘hipster’ was the new ‘hippie’. Some were small. Some were weird. All were diverse.
  • 4. Bands: Brands: Blonde Redhead Sambazon LCD Soundsystem Green Leaf Tea Gotan Project Dell Bjork Heinekin Cold War Kids Gibson Muse AT&T Clap Your Hands Say Yeah Paste Magazine Arcade Fire itunes My Morning Jacket Austin Recycles Bob Dylan Colombia Recording Artist Bob Dylan http://off-the-l.blogspot.com/
  • 5. Sambazon: Frozen açaí topped with granola and sliced bananas from Sambazon, an energizing treat that cools you down and saves the Amazon. Flyers at the booth provided the story of the brand and it’s mission to create a global market for açaí to sustian the culture of the Amazonians. http://off-the-l.blogspot.com/
  • 6. Sweet Leaf Tea: Ever go to a concert or event where there are toms of people…and then suddenly a beach ball appears out of nowhere. I always wondered, who is the guy that remembers to bring the beach ball?! Sweet Leaf Tea not only offered loads of its new peach lemonade and cherry limeade but also provided ‘My Morning Jacket’ concert goers branded balls to bounce around. http://off-the-l.blogspot.com/
  • 7. Dell Lounge: Dell sponsored Sound and the Jury competition for the ACL Music Festival. The grand prize is a position on the festival lineup, and while the 11:45am slot on the Dell stage on Friday morning isn’t ‘Prime’, for a young indie band the opportunity provides an incalculable experience and exposure. They also hosted after parties featuring blogger- curated music experiences with amazing bands. http://off-the-l.blogspot.com/
  • 8. Heineken: Never underestimate the power of beer in situations of extreme heat. http://off-the-l.blogspot.com/
  • 9. Gibson: All you needed to draw a crowd at ACL was provide shade. The Gibson G-Pod not only provided shade, but also a bit of guitar practice. The tent was set up with 9 different stations where people could fiddle around with a number of Gibson guitars.
  • 10. AT&T: In addition to hosting 2 of the 8 stages, AT&T hosted the ‘Experience tent’, an air conditioned tent to cool off while charging your cell phone (chargers provided for all cell phones). Laptops with internet access were also available. The line outside this tent was longer than one formed for the Porto- Potties. http://off-the-l.blogspot.com/
  • 11. Paste Magazine: Aside from listening to music, dancing, and feeling extremely hot another part of the ACL Experience is waiting for the band to perform. Paste magazine provided free issues featuring “The White Stripes’ on the cover of the issue. The band was scheduled to perform Saturday evening, but there was a last minute cancellation. http://off-the-l.blogspot.com/
  • 12. iTunes: Offered 20 free downloads of songs from ACL. http://off-the-l.blogspot.com/
  • 13. Keep Zilker Beautiful: Seems that everyone is approaching 'Green' differently. Austin's strategy is targeted to those who already have green habits and encouraging them to do more of something that they already do. http://off-the-l.blogspot.com/
  • 14. Bob Dylan and His Band were the last performers at ACL Festival 2007. Interestingly, he was introduced as ‘The Colombia Recording Artist, Bob Dylan’. At a time when bands don’t have to be under contract to perform at festivals (Clap Your Hands and Say Yeah, Ghostland Observatory), record labels are still trying the same tricks to build off of old clout. http://off-the-l.blogspot.com/

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