The document summarizes a case study about an experiential marketing campaign for Daft Punk's album launch in Wee Waa, Australia. Some key points:
- Daft Punk held their first album launch in 8 years in the small town of Wee Waa, Australia on May 26, 2013 in a non-traditional event.
- They created an unexpected show integrating the album launch into the town's annual festival, bringing together locals and fans from around the world.
- The launch was a success, with the album reaching #1 in many countries and the single "Get Lucky" becoming a global hit.
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Philip Nadasdy, Manager of Public Programs, Seattle Art Museum
Julie Decker, Director and CEO, Anchorage Museum
Shawn Lani, Director of Studio for Public Spaces, The Exploratorium
Sibley Simon, Chairperson, Evergreen Cemetery, Santa Cruz Museum of Art & History
Moderator:
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Level: Beginner - Advanced
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Art and Environment: Cultural Participation in Hybrid SpacesWest Muse
Presenter(s):
Philip Nadasdy, Manager of Public Programs, Seattle Art Museum
Julie Decker, Director and CEO, Anchorage Museum
Shawn Lani, Director of Studio for Public Spaces, The Exploratorium
Sibley Simon, Chairperson, Evergreen Cemetery, Santa Cruz Museum of Art & History
Moderator:
Sarah Thomas Bloom, Manager of Multigenerational Learning, Teen, Family and Community Programs, Seattle Art Museum
Such hybrid sites as the Seattle Art Museum's Olympic Sculpture Park and others are both public park space and in-depth learning ground for pertinent issues relating to art and environment. The bike rider passing through the park is as valued as the participant of a focused art activity. These sites act as cultural intersections where rigorous and impactful programming for multigenerational audiences fosters social, collaborative, and creative experiences. Learn how you can develop such catalyzing cultural spaces within your community.
Every year ArtSpeak is asked to present to the Portsmouth, New Hampshire. This year Mike Teixeira walked them through all the exciting activities going on.
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Presented by D. Satori | www.dannysatori.com
Hosted by Mmmmaven | http://mmmmaven.com/
Join us on May 26th as Danny Satori goes in-depth on his approach to hybrid DJing for Oberon's hit show, Acoustica Electronica. Blending elements of electronic & classical music, dance, circus arts, and immersive theater with the infectious energy of a nightclub, Danny will demonstrate his workflow of using Traktor Pro 2, as well as FX pads, synthesizers and gestural MIDI control.
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2. Case Studies !
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OVERVIEW:!
• Sunday 26th May, 2013 was the launch of DAFT PUNK'S first album in 8 years RANDOM ACCESS MEMORIES !
• Daft Punk Global Album Launch was held in Wee Wee NSW Australia!
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BRIEF:!
• Marketing: Non-traditional, unexpected and experiential marketing campaign !
• Sales: Achieve Gold Sales Status within first 2 weeks !
• Non-traditional, experiential marketing campaign. !
• Direction: mix of technology and humanity, trying to make robots as human as possible. Daft Punk didn’t want too many images in people’s heads to
leave room for the imagination. !
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IDEA:!
• Creating a show to engage people in an unexpected way. Taking Daft Punk fiction and putting it into the world of Wee Waa. Providing the glue that
bound a nation and community together, all responding to beautiful music. !
• Distinctively Australian but had a groove of disco and dance!
• Contrast of the Daft Punk brand – global, mystery, curiosity, minimalism –against the colour of a small town in rural Australia!
• Collaboration with artists from 23 to 71 years = multigenerational love for music!
• Togetherness with all musicians = The community, local and global !
• Bridging divides of small vs big!
• Positive, soulful, had infection and a feeling of celebration .!
• Message to the fans = coming together to help launch Daft Punk. !
• This juxtaposition of the two different worlds, along with the integration of the fan base and giving them an active role, delivered on Daft
Punk’s focus of the record !
REALISATION:!
• Australia was the first country in the world to launch the album.!
• Mass listening party by integrating Daft Punk Global Album Launch into the 79th Annual Wee Waa show on 17th May 2013. !
• The announcement was delivered to the world through the local Wee Waa newspaper, The Courier Mail, on 12th April and picked up by Kathy
McCade which announced the event to the world. This sparked the media and general public’s imagination and lead to phenomenal global
awareness, surpassing all expectations. The local newspaper became the voice of the campaign and the spokespeople were community leaders
from the Narrabri Shire. The local leaders included the town mayor; the Wee Waa Show president, and the manager of the local theatre / ticketing
(The Crossing Theatre). Using community leaders helped gain trust with the local townsfolk. !
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PRODUCTION!
• Largest LED circular outdoor dance floor in southern hemisphere!
• Daft Arts, Daft Punk’s creative agency, programmed the graphics for each song off the album !
3. Case Studies !
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BRAND PARTNERS:!
• Brand partners were brought on board as Sponsors of the 79th Annual Wee Waa show, featuring Daft Punk Global Album Launch Party. !
• 27 videos were created that showcased the Road to Wee Waa and the town embarrassing Daft Punk Album Launch Party www.roadtoweewaa.com!
• Smirnoff!
• Road to Wee Waa Telescopes: http://youtu.be/Gvd68kIPf3E!
• Road to Wee Waa Cotton Fields: http://youtu.be/3H4ARPgp2JA!
• Road to Wee Waa Waterski: http://youtu.be/8ENagiAZRWY!
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• Toohey’s Extra Dry!
• Road to Wee Waa Pub: http://youtu.be/6SYbzvtYWoA!
• Road to Wee Waa TED Bar and Dance floor: http://youtu.be/GaZa-t7nA7s!
• Road to Wee Waa – Sound (Daft Punk Album Launch Party): http://youtu.be/e_e5YFpP4w8!
• Limited edition Wee Waa / Daft Punk can produced and a free first drink was given to all party goers over 18 years of age !
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• Sony Xperia Mobile !
• Road to Wee Waa School Children: http://youtu.be/5zEWZyoZEuw!
• Road to Wee Waa Kids: http://youtu.be/nXyOmZUUtUI!
• Road t to Wee Waa Fly Over: http://youtu.be/Vrr6ogbLLgM!
RESULTS!
Random Access Memories !
• #1 Album in 97 Countries!
• #1 Album and Platinum in first week, fastest selling album of 2013, biggest first week album sales in Australia since 2007 and highest
streamed album on Spotify.!
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Get Lucky!
• #1 on national airplay charts across the globe, selling over 2.5 million digital tracks worldwide!
• #1 ARIA chart single and #1 airplay song and 13 of the top 23 most streamed tracks for first week of album launch!
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AWARDS!
Silver Awards ‘Best use of experiential’ in BE Awards, with John Parker as guest speaker on the night. !
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5. Case Studies !
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OVERVIEW:!
Jessica Mauboy Brand Advocate for Nescafe’s 75th Anniversary !
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BRIEF:!
NESCAFÉ® celebrated the global 75th Anniversary through partnership with Jessica Mauboy.. To thank loyal NESCAFÉ® drinkers we gave away
hundreds of live music experiences that money just can’t buy. !
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ACTIVATION:!
A ‘thank you’ campaign with Jessica being the face of Nescafe giving back to Australian !
• Nescafe sponsors of Jessica’s tour !
• 5 exclusive acoustic session across Australia !
• Strong PR campaign!
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