The Warner Sound at SXSW Captured by Nikon

Produced by

MWW

Categories

Consumer Electronics

About this entry

For the second year in a row, Nikon partnered with Warner Music Group (WMG) as the title sponsor of their SXSW music showcase. Held at The Belmont in Austin, TX, “The Warner Sound Captured by Nikon” featured three nights and two days of live music, featuring over 25 Warner artists. Working closely with Warner Music Group, MWW ensured that Nikon cameras were integrated into all facets of the event and implemented an extensive social media campaign to encourage online conversation and sharing throughout the musical performances about the Nikon brand as well as their latest products and initiatives.

At the 2013 SXSW Interactive, Film and Music Conference and Festival, Nikon partnered with Warner Music Group (WMG) as the title sponsor of their SXSW music showcase,, “The Warner Sound Captured by Nikon”, For the second consecutive year, this partnership provided a unique way for Nikon to increase consumer awareness for their brand as well as build buzz and excitement for key products, offering consumers an exciting way to interact with Nikon’s latest cameras. Throughout the activation, Nikon cameras were incorporated into all elements of the event including Nikon HD-SLR cameras being used to capture live performances that were live streamed over the three-night activation. On-site at the venue, fans were able to try Wi-Fi enabled Nikon cameras and instantly share images with their Facebook communities from on-site at the event. The program hashtag, #NikonWarnerSound, was used throughout the event including all on materials and signage promoting the activation. Additionally, select artists used Nikon cameras to share experiences leading up to the show to engage and excite their fans.

Overall, the program generated 46 million media impressions and 166 million social media impressions.

Nikon’s SXSW activation was so successful that #NikonWarnerSound was trending on Twitter, leading to competitors purchasing Twitter placement against the Nikon hashtag. Consistent use of the hashtag created a branded conversation among talent, consumers and media. The hashtag #NikonWarnerSound was used on Twitter more than 15,000 times to generate more than 154 million impressions. Nikon Twitter posts totaled 60, with more than 200 re-tweets from The Warner Sound, Billboard, and fans. Live Stream with Nikon tag accounted for over 500,000 online plays over three nights. People tuned in to watch Live Stream online for more than 6.84 minutes on average, exceeding the industry’s average of 2 minutes). Additionally, the opportunity for users to take and share images of performances provided an authentic way for Nikon to reach new fans. Nikon Inc. sought to increase share of voice for Nikon among key influencers and consumers while building excitement and buzz to drive positive brand and product exposure at the 2013 SXSW Interactive, Film and Music Conference and Festival.

Nikon integrated cameras into every aspect of the event. Evening performances were live streamed to a dedicated co-branded microsite using Nikon D4 HD-SLR cameras and NIKKOR lenses. Nikon conducted an extensive social media campaign to encourage online conversation as well as partnered with WMG artists to promote SXSW activation and drive awareness of #NikonWarnerSound leading up to the events. Nikon live-tweeted throughout the event and engaged in real-time conversations with fans from SXSW to provide value which helped drive high conversation volume around the Nikon brand. Integrated RFID technologies with Nikon’s Android powered COOLPIX S800c Wi-Fi enabled cameras helped to facilitate instant sharing of photos taken on-site to attendees’ Facebook pages.

Research was conducted in advance of the program to determine the best opportunity to connect the Nikon brand with SXSW attendees and consumers. The results surrounding the sharing of information via online and mobile channels (i.e. Twitter, Facebook and Foursquare) fueled the desire for Nikon participate in SXSW. For “The Warner Sound Captured by Nikon”, MWW extensively researched the connection between music and imagery, SXSW was identified as a good fit for Nikon because the festival offered the rare merging of original music, independent films and prominent technologies. In order to stand out among the many brands competing for attention, MWW worked closely with Nikon’s Communications and Marketing departments to identify and understand brand priorities, objectives and consumer insights. An integrated plan for our unique and innovative consumer program at SXSW 2013 was developed and implemented to drive conversation and buzz through media and social media channels.

Nikon and MWW leveraged SXSW as a platform and a strategic partnership with Warner Music Group to increase consumer awareness for Nikon, build excitement, and drive positive product exposure for Nikon HD-SLR video quality and new Wi-Fi enabled and connected cameras. MWW sought to create positive conversation for Nikon and its products among the extremely social consumer influencers at SXSW that discover and share new technologies, artists and experiences, creating a unique opportunity for Nikon to connect with new consumers online and off; we provided hands-on experiences with Nikon connected cameras for on-site attendees, and delivered high quality viewing experiences to those watching the live-stream online shot with Nikon HD-SLRs.

Throughout “The Warner Sound Captured by Nikon” Nikon HD-SLR cameras were used to capture live performances that were live streamed over the three-night activation. Fans on-site at the venue were able to try Wi-Fi enabled Nikon connected cameras and instantly share to their Facebook communities. The program hashtag #NikonWarnerSound was used throughout the event and on all materials and signage to promote the activation. Additionally, select artists used Nikon cameras to share experiences leading up to the show to engage and excite fans.

The integrated program drove positive awareness for Nikon online and off and created an experience consumers enjoyed enough to share with others. Through the on-site activation and live streamed performances, Nikon led social conversation on Twitter making #NikonWarnerSound a top trending topic all three event nights. More than half a million people tuned in online to watch the performances and fans both at the event and at home helped generate a swell of awareness and positive sentiment for the Nikon brand.

• Evening performances live streamed to dedicated “Nikon Warner Sound” co-branded microsite using Nikon HD-SLR cameras and NIKKOR lenses
• Designated consumer shooting area delivered message of Nikon’s new Wi-Fi enabled cameras enable you to capture and instantly share great images
• Integrated RFID technology with Nikon’s Android Powered COOLPIX S800c Wi-Fi enabled fans to easily to instantly share photos taken on-site to attendees’ Facebook pages
• Nikon branded photo booth images shared across social channels
• Select Warner artists promoted SXSW activation and drove awareness of #NikonWarnerSound leading up to the event
• Nikon live-tweeted throughout the event and engaged in real-time conversations with fans driving high conversation volume around Nikon

Nikon successfully leveraged consumer influencers, Warner Music Artists, music and technology media and the SXSW community to create widespread awareness of the Nikon brand and its connected camera offerings. The Nikon SXSW 2013 activation achieved this by adding value to consumers’ ability to experience SXSW online and off in a relevant way, driving positive brand conversation throughout the activation.

Metrics:

• #NikonWarnerSound was a trending topic on Twitter all three nights of the activation and reached the top trending spot on the second night of three day activation
• More than 500,000 people watched the live stream captured with Nikon HD-SLR cameras
• Average viewing time (11+ minutes) was five times greater than the industry average of two minutes
• Over 1,100 photos taken with Nikon cameras from the event were shared by consumers
• More than 15,000 social posts featured program tag #NikonWarnerSound with incredibly positive sentiment
• Campaign generated over 46 million media impressions and over 166 million social impressions.

Links

http://nikon.thewarnersound.com/

See other entries from 6th Annual Shorty Industry Awards Best Use of Social Media for Consumer Electronics