Motorola rocks Australia with exclusive Silverchair gig

Howorth helped Motorola officially rock Australia, developing a major buzz campaign to launch its exciting Artist of the Month program.

Kicking off with an exclusive live gig for over 1,000 of Sydney’s hippest VIPs, fans and industry fanatics with Silverchair – the nation’s most popular chart topping band, the campaign achieved:

• Extensive pre and post-coverage hype reaching more than 13 million Australians across news, music lift-outs and social pages, including print media; SMH, The Sun Herald, The Daily Telegraph, The Courier Mail, The Newcastle Herald, 3DWorld, The Brag. TV; Channel 10’s Video Hits and MTV. Radio; FBI radio. Online media; ninemsn, news.com.au, The Music, Fasterlouder, PopRepublic, suburbanforce.com.au, musichead.com.au, mediasearch.com.au

• Strategic brand positioning for Motorola’s new Artist of the Month program via engagement with key influencers.

Campaign key steps

• Targeted giveaways in TV, major metropolitan newspapers, online and street press – promoting the Silverchair AOTM event, and leveraging the Artist of the Month website
• Influencer engagement and seeding program
• Extensive media outreach campaign covering Australia’s top rating music TV and radio programs, major newspapers and online sites
• Unique mobile downloads of Silverchair content for 3 mobile customers via Motorola’s Artist of the Month Program
• In-store promotion with 3 mobile, to win tickets to attend the exclusive album launch.

Media and influencers commented that:

• “The event was a delicious delight for sight and sound. A stellar venue for one of Australia’s best bands. Young Modern in on high rotation!” ~ Alex Thompson, InStyle Magazine ~

• “In short, the night ROCKED. The whole event was really well orchestrated and made guests feel we were part of something very special.” ~ Emma Vidgen, New Woman Magazine ~

About Lucy Craven

Lucy is a consultant at Howorth, a business and technology public relations agency in Sydney, Australia.