This campaign was featured by Music Ally as one of 2016’s Best Music Marketing Campaigns.
GOAL: Establish and strengthen a connection between the brand and a fanbase that is spread wide and far, often unaware of Disco Donnie Presents’ role in the events they attend.
DDP is a concert promoter that produces over 1,000 events a year across all of North America. To better connect DDP with their fanbase of young, passionate, electronic music fans, we launched a mock presidential campaign for founder Disco Donnie featuring the slogan “Make America Rave Again.”
The campaign blog – DiscoDonnieLand.com – featured GIFs, photos, and campaign slogans supporting the mock presidential campaign, serving as a destination for all campaign content. The online merch store – MakeAmericaRaveAgain.com – featured themed hats, T-shirts, pennants and bumper stickers for sale. This was promoted through online ads and organic posts.
We promoted the campaign through physical installations at all of the brand’s festivals, where fans could take and post their own photos using the hashtags and share them to socials. During July 4th weekend, we ran Snapchat Filters promoting the campaign at dozens of events around the country to raise brand awareness. Near the election, we created graphics depicting Millennial Voting facts, encouraging fans to register to vote, as well as share why they vote using #MyRaverVoice.
The campaign culminated with a video shot at the Something Wicked festival where campaign merch was given out to thousands of fans, coupled with themed dancers on stage, creating one final fan moment. This video was used as a final push for Disco Donnie’s fanbase to vote in the presidential election.
By focusing on an angle strictly relating to a certain subculture of millennials (i.e. “ravers”), we were able to excite and engage them in a national conversation in a satirical way consistent with DDP’s brand voice. Capitalizing on current events and relevant happenings proved to significantly to increase engagement for the brand.