Objective
Music and Fashion tends to mix well but often the deep connection is missed. Develop an authentic on-line music destination DIESEL U MUSIC that allows consumers access to their favorite artists by providing exclusive content, live performances and behind the scenes access all in a DIESEL branded environment, surrounded by DIESEL products.
Strategy
A DIESEL-branded website that houses unique and exclusive music content (audio, video, interviews, promotions, offers)
- Partner with high profile media platforms that create or broadcast unique music content and uses media weight and added-value promotional weight to drive traffic to DIESLE lounge at the Maroon 5 Shanghai concert.
- Utilize archived Yahoo! music content to supplement the new DIESEL content and enrich the overall consumer experience.
- Leverage many of the DIESEL communications channels to distribution the message and drive traffic to the DIESEL style lounge.
- House unique and exclusive music content:
– live performances
– artist interviews
– behind-the-scenes video segments
– “once-in-a-lifetime” promotions
Results
- Leveraged media program across media channels.
- Had in store promotion to drive sales of product.
- VIP Diesel lounge.