IFC at SXSW
Brand Campaign
As super sponsor of SXSW we aimed to execute an integrated multimedia campaign in partnership with IFC.
To address the opportunity we developed a brand campaign driven primarily through digital media, covering the vast and diverse stories associated with this major cultural event.
The integrated design spanned traditional and social channels including broadcast, print, press, and owned properties; as well as an on-site presence. Our concept aimed to conjure a winning feeling of success and spark a kernel of conversation that enhances affinity through experience and storytelling.
A strong emphasis was placed on seeding the #iScored hashtag with boots on the ground, reporting in real-time, plus a street team sharing free t-shirts, stickers, gift cards, and other serendipitous prizes.
As a super sponsor freecreditscore.com’s on-site branding included print ads, signage placement, and logo inclusion all over Austin from hotels to theatres. As part of our strategic partnership, we presented a music showcase at the IFC Crossroads House featuring Citizen Cope as headliner plus a VIP lounge, photo booth, popcorn bar and candy bank with free tokens to access the goodies.
The Best of SXSW was promoted via a microsite and were featured prominently on-air as well as online with IFC. In addition, we produced branded content including a five minute Featured Feature with the band made famous by their commercial jingles.
SX Score
Overall the campaign performed exceedingly well with 256 outlets picking up the press release “freecreditscore.com™ Returns to the Stage as a Super Sponsor at SXSW” we saw 4,500 people in attendance of The American Secrets concert including VIP guests from CNN and other business journals.
In a commentary piece entitled, “Talk Is Cheap, Tweets Are Money,” The Media Post noted us among the most impacted brands with the highest percentage of SXSW-related mentions, up 19%, second only to The Austin Chronicle. While our integrated strategy delivered 1.8M impressions on banner placements; 5,700 page views to the microsite; plus a boost in social following by 13% on Twitter and 10% on Facebook as well as a 277% increase in People Talking About Us.