Sonic Live is a program we’re piloting throughout the fall where we pair an indie band and an indie blog for a live stream concert event to help expose the all-new Chevy Sonic. Sonic is geared towards the younger hipper first car buyer market (18-25).The rationale is that embedding a major music site as part of the experience, they’ll help push it harder throughout the channels. When you compliment their reach with Chevy’s, the band’s, the labels, and tertiary blogs who are into that band, we could drive considerable traffic to the partner’s site for the exclusive embedded live stream. My hope is that the client gives us the go ahead to make this a franchise video series to continue with throughout 2012.
For the first Sonic Live event, we locked in Black Lips and Spin Magazine.
Black Lips worked well for three reasons:
1. They had a fairly recent record that was critically acclaimed.
2. They’re under Vice Records who were some of the greatest people to work with and have a die hard community to help drive awareness.
3. They were playing Webster Hall a few nights, so we could utilize that conversation to inject the live stream into.
Spin Magazine was great for 3 reasons as well:
1. As an organization, they had recent structural changes with heavy emphasis on digital and social.
2. A household name for music journalism that is a good look for the first event.
3. They are into a long term with Chevy, Big Fuel, and our clients in general, so they worked extremely hard to make the event a success.
The night before the event, I was up until 3am emailing blogs and friends about the live stream as well as coordinating internally and with the other partners (band management, band label, band publicist, and Spin) to make sure everything went off without a hitch. We ended up receiving stellar placements on 10 blogs most notably Brooklyn Vegan, Prefix Magazine, and Consequence of Sound (who are our November blog partner…stay tuned). More importantly, with such a carefully executed plan, we ended up getting 5300 views for the live stream, which was above Spin’s benchmark of 5000.
But enough about what happened, enjoy the interview video and “Family Tree” performance below!