multimedia and social networking campaign for the 2009 Detroit Chene Park summer concert series

1. In today's web 2.0 world websites are not complete unless they have rich multimedia
content to engage visitors and social networking components that allow visitors
to engage each other. Websites have now become broadcast centers of information
and entertainment.
Our goal was to turn CheneParkDetroit.com into a fun place for concert fans
to watch artist previews and blog about their favorite music. We would also establish a
Chene Park presence in social networking, bookmarking and video upload spaces.

2. Phase 1 player integration
We wanted a video file and player format that was easy to integrate into the
home page as well as offer a smooth viewing experience. We elected to use
flash for both the video and players for the home page and artist preview
Playlist.

3. Phase 2 the video
Since Chene Park had no multimedia content to begin with. Our first step was
to create a video promo that would be used as a 30 second spot for cable TV
and a version of the promo to run on its website home page. The video was to
promote Chene Park as the summer concert destination.
Since there was no previous content to work from we decided to use concert
images like musicians, fans, motion text and a summer color scheme
along with festive music.
Click box to play video

4. Phase 3 artist preview videos
Chene Park was working with very limited resources when it came to artist content
to help promote upcoming concerts. We felt what better way to promote each concert
then to have fans do video testimonials of their favorite artist appearing at Chene Park.
This strategy would also serve well in helping spread the videos virally. Fans
could send their video to friends, family and co-workers.
Click box to Play videos

5. Phase 4 social networking
Different social networks have different atmospheres and different communities.
Our goal was to help create brand awareness while promoting the Chene Park
2009 summer concert series in the following social spaces.
Offers great analytics like
Offers African American video viewer demographics
audience 15-50 age, location and popularity of video
Great place to connect with
music enthusiast and groups Used to create the Chene Park
Blog page
Allows concert goers to engage Offers a mixture of demographics
each other on the day of easy sharing of video, photos and
and while attending the concert. events amongst friends and groups
Allows Chene Park to send its Website used to post and share
videos to fans who want to receive events like concerts
video content on their mobile
phone

6. Successful Launch
A week before the April 25th Box Office opening the video promo started airing
on Cable TV in Detroit . Also at this time our team started making friends in
social networking spaces. As a result Chene Park had the largest Box Office
turnout in years.
Box Office opening 2009
Chene Park FaceBook
Page has over 460 friends
and continues to grow
By promoting the promo video
on FaceBook and BlackPlanet
the video promo has reached
300 views and growing