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Playbutton PR Event


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Playbutton PR Event

  1. 1. PLAYBUTTON”a new way of releasing music”<br />By Eva Mulek<br />
  2. 2. What is the Playbutton??? <br /><ul><li>A digital music album that’s built into a button/badge and affixed with a pin at the back
  3. 3. A wearable button that plays itself
  4. 4. The front of the badge can be customised
  5. 5. The record is pre-recorded therefore can`t be changed or downloaded
  6. 6. Play/Pause, Skip and Volume functions
  7. 7. Rechargeable lithium battery</li></li></ul><li>The Playbutton Badge<br />It's like the cover of a book you're reading - it's displaying music that you like” Nick Dangerfield<br />
  8. 8. About the company <br /><ul><li>Parte LLC is a small newly established New York based company
  9. 9. Nick Dangerfield is the director and founder of Playbutton
  10. 10. The company operates in 4 major cities : New York, Tokyo, Barcelona and now in London</li></li></ul><li>Target audience(s)2 potential target group<br /> Main target audience:<br />18-28 years old Males and Females<br />Second target audience:<br />14-18 years old Fashion/Trend follower teenagers<br /><ul><li>Extraordinary music lovers
  11. 11. Loyal music followers
  12. 12. Cool Technology followers
  13. 13. Band supporters
  14. 14. Groupies
  15. 15. Fashion/ Trend followers
  16. 16. Like to wear funky badges
  17. 17. Current popular music lovers
  18. 18. Not loyal music followers</li></li></ul><li>Customers<br />
  19. 19. How to reach them<br />
  20. 20. Launch Strategy<br /><ul><li>Create awareness of the “playbutton” towards both target audience and the media
  21. 21. Encourage support for music bands
  22. 22. Build positive brand profile through the music event
  23. 23. Encourage trial of products during the course of events and sell</li></li></ul><li>Creative ApproachPlaybutton<br />“ Why just Play a record<br />when you can wear it too”<br />“Playbutton is a Wearable Mix Tape You Can Pin on Your Sleeve”<br />
  24. 24. Programme Overview<br />
  25. 25. Playbutton Music Festival”Official launch of the playbutton”<br /><ul><li>A one off music festival sponsored and organised by Parte LLC London /Playbutton
  26. 26. The festival will be held in Milton Keynes Bowl
  27. 27. Strong distribution of free badges to visitors with this message on them</li></ul> “wouldn`t it be good if it played music too?”<br /><ul><li>Musician are new and upcoming artist
  28. 28. Entry is free however customer must register on the playbutton website to claim ticket </li></li></ul><li>Why Milton Keynes Bowl<br /><ul><li>Cheaper than Music festival places like Reading, London parks, Birmingham etc…
  29. 29. Attractive to the cool young target audience
  30. 30. Easy to get to
  31. 31. Close to main cities in the UK
  32. 32. The place is big enough to accommodate around 5000 people</li></li></ul><li>Objectives of thePlaybutton festival<br /><ul><li>Collecting personal data from potential customers for future marketing
  33. 33. Creating awareness of new and up coming musician artist
  34. 34. Promote the new digital album (playbutton)
  35. 35. Encouraging trial/purchase of the product
  36. 36. Build association with new music </li></li></ul><li>To achieve cut through and media attentionthe campaign needs to be<br /><ul><li>Different
  37. 37. Cool/ trendy like the target audience
  38. 38. Original
  39. 39. Strong
  40. 40. Appealing/Desirable
  41. 41. Lastly need to be able to reach target audience</li></li></ul><li>How to encourage people to come<br /><ul><li>By setting up a Facebook and Twitter pages for the festival/ music band competition
  42. 42. Making people feel they are important part of the first official playbutton
  43. 43. Distributing free playbutton look alike badges with music magazines helps: NME and Clash to the potential target audience
  44. 44. The message on the badge: “wouldn`t it be good if it played music too?”</li></li></ul><li>The campaign<br /><ul><li>A playbutton music festival combined with a competition: 5 new music band will attend the festival and play music for the potential customers
  45. 45. Customers will be then able to vote for their favoured bands on a competition entry form
  46. 46. The winner music band will be announced at the end of he festival and the winner band`s musics will be on the first official playbutton
  47. 47. Those customers who voted on the band who won the competition will then receive a customised playbutton with the winning band`s music on it </li></li></ul><li>References<br /><ul><li>
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