Celebrate Together(ness)
Brand Campaign
Upon reflecting on the divisive climate in the air, Disco Donnie Presents aimed to showcase dance music's PLUR value system; putting peace, love, unity, and respect at center stage.
The award-winning brand campaign honored outstanding members of our festival family, by recognizing those who Celebrate Together(ness).
Operating on a $10,000 budget, we developed a microsite to act as a hub of good vibes and positivity, whereby fans shared inspiring stories of friends who live life with a bright light.
Nominations were open for several weeks online, plus we collected video testimonials on-site at Sunset and Sun City music festivals, before voting commenced. The cross-event activation ran for more than six months in its entirety, targeting audiences 18-29 years of age.
Fans Take Center Stage
Up for grabs, we offered the ultimate experience for one grand prize winner and a friend including flights, hotel stay, backstage tour, custom totem, and 10 special VIP wristbands to giveaway. To expand on the traditional after-movie, we also gave these fans a GoPro to help us shoot the final video documentation.
We attribute the strong response received to the campaign’s theme being an organic extension of the community. In a few months time, we received over 500 qualified entries and promoted our favorite stories across social media with a voting mechanism in place for fans to choose their favorite.
Through a mix of social promotion, advertising, and on-site activations we reached an estimated 300,000 fans, driving increased brand awareness and earning Music Ally’s Best Rewarding of Kindness.
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