Mercedez Benz Arena X Skullcandy
About The Activation
Idea & Concept
American Megastars Drake aka. Drizzy and Bruno Mars were both touring Europe, on two different occasions, so we came up with an event sponsoring concept. The two events took place in the location of the Mercedes-Benz Arena in Berlin. Afrodeutsch Advertising established the connection between AEG on behalf of the Arena and Skullcandy. The event became a platform to present Skullcandy’s newly released Crusher Wireless to a German audience. Concert-goers experienced the product first hand. An estimated 30,000 fans came to the events. Thus we had the perfect environment to reach our target group. With clear objectives to spread the Skullcandy vibe, give product experiences, and get people to stay connected, we got to work. Concert goers subscribed to Skullcandy’s newsletter or became Fans on Facebook. Promoters were equipped with SKDY headphones and tablets. They presented the Crusher and got people engaged.
Activation
We conducted a raffle with instant prizes. Participants won various in-ear and on-ear headphones. Very lucky ones scored Bluetooth speakers. It was an instant success. Undeniably it remains the most successful brand activation in the Arena to this day. A queue of participants formed – everyone wanted to win. The queue persisted until the acts began hitting the stage. Everyone won something, even those who drew a blank were rewarded. Thus they got a cap or a duffle bag as a give-away. We connected with guests in a very sympathetic way. Therefore engaging with the perfect target group for the Crusher. We presented the Crusher Wireless in two unique inline units, so guests could convince themselves of the sound. Moreover, the haptic bass feature was a highlight. At a price of 129€, the Crusher and its features convinced a lot of people. Product enthusiasts were pointed towards a purchase at Mediamarkt & Saturn and awarded a discount voucher. We gave out 500 vouchers.
Social Media
In order to create buzz online we involver Influencers. The strategy was to engage with them and their communities leading up to the concerts. Prior to the event, they raffled out tickets to their communities. In addition second and third places from those raffles received the Crusher as a prize. Resulting in great reviews and engagement. On the night of the event, the Influencers joined the Skullcandy team in a VIP booth. From there they created content from inside the location. Thus, the content featured stories from the performances of Drake and Bruno Mars. The slogan for the Crusher was ‘Bass you can feel’. So the stories were built around this topic. Selected influencers also took over the Skullcandy Instagram channel. Featuring posts with fan apparel from the tour and Skullcandy headphones.
Content
In order to create buzz online we involver Influencers. The strategy was to engage with them and their communities leading up to the concerts. Prior to the event, they raffled out tickets to their communities. In addition second and third places from those raffles received the Crusher as a prize. Resulting in great reviews and engagement. On the night of the event, the Influencers joined the Skullcandy team in a VIP booth. From there they created content from inside the location. Thus, the content featured stories from the performances of Drake and Bruno Mars. The slogan for the Crusher was ‘Bass you can feel’. So the stories were built around this topic. Selected influencers also took over the Skullcandy Instagram channel. Featuring posts with fan apparel from the tour and Skullcandy headphones.
