The Need:
In the fall of 2014 Cloak & Dagger Music Festival was lining up its inaugural year. Their plan was to launch a deep-house festival unlike any other, spanning multiple clubs across Denver's famed Golden Triangle Neighborhood. Their focus on intimate stage sizes did not diminish their need to drive substantial ticket sales. So they reached out to the Souls In Action team to create a multimedia campaign that would drive ticket sales for their nascent festival.
The Remedy:
As Marketing Director at Souls In Action I was tasked with strategizing and managing the implementation of the Cloak & Dagger multimedia campaign. To get things kicked off I leveraged our team of writers, interviewers and photographers to create unique content on the Souls In Action site relevant to the festival. Targeted blog posts, preview mixtapes, ticket giveaways and exclusive artist interviews were all set to a strategic distribution calendar to get things started on the right foot.
Our most popular piece of interview content.
But to really set this campaign apart I wanted to combine the best of digital and experiential campaigns while utilizing a brand new piece of technology (at the time) Instagram Video. Thus the C+D Dance Off for tickets contest was born.
A C+D tag downtown in Denver.
Our grassroots team used spray chalk to tag C+D logos around downtown Denver to set the stage. Then via social media and web we laid out the rules: find a tag, bust some sweet moves on it, take a video, and upload to Instagram with the our branded hashtag for a chance to win tickets.
As the submissions rolled in I then leveraged the growing the momentum of the hashtag, along with some strategic social media ad buys, to get this highly engaging content in front of as many eyes in our target market as possible.
The Results:
“500% increase in social interactions.”
Well, the dance off proved quite popular indeed. Dozens of submissions came in which I was able to leverage into thousands of organic social media impressions. By combining the videos with our other blog work I was able to create an increase of social media interactions of 500% in the weeks leading up to the event. Overall, Cloak & Dagger- with some help from Souls In Action- has built a die-hard fan base and has been able to grow every year. The Cloak & Dagger and Souls In Action has been going strong ever since.
