Midem 2014 Marketing Competition: Meet the finalists!

The best music+brand tie-ins of late, introduced in keywords & videos!


Self-expression. Olympics. Headphones. How did Beats reach a market share of 50% in the US during the 2012 holiday season? R/GA London targeted athletes during the London Olympics, allowing them to wear headphones especially designed for the occasion (click on the image to watch the demo video).


Four stages. Several bands. Random Mode. Beldent Random Music Fest‘s innovative concerts consist in randomly selecting one stage among four and constantly surprising the crowd for five hours. The concept was developed by + Castro Innovation.


Free shows. Creativity. Local music community. For five days in summer 2013, Converse Represent acted as a catalyst for the San Francisco musical landscape by organising free shows featuring various artists and genres, in association with Cornerstone.


New album. Virus. Contagion. The Kaizervirus released their latest production on a special app one month prior to the official release. The only way to listen to their songs was to get close to someone who also had the app. The virus, imagined by HES / Anorak / Notch, spread quickly.


Dementia. Choir. Awareness. In order to change prejudices about dementia and encourage music therapy, Studio Brussel and Mortierbrigade brought a group of dementia sufferers before an 18,000-strong audience, to perform as Muse’s support act.


Disability. Electronic music. Power of the mind. With Mindtunes, Smirnoff allowed three disabled musicians to make music again, via electronic connections to their brains. Duval Guillaume Modem was in charge of this awareness-raising campaign.


Sky. Clouds. Hidden tracks. Lift your heads up: Air France and BETC Music launched an app to capture various tracks in the sky — by acts such as Phoenix — depending on your region. Hidden games let users win concert and airline tickets.


Communication. Connectivity. Lady Gaga. Not only did Skype sponsor the singer’s Born This Way Ball Tour, it partnered with Live Nation to offer the an enhanced experience, through customisable videos .


Tree. Sounds. Lights. There are less and less trees in cities like Berlin. How can you stop that? By setting up a charity concert featuring an unexpected musician: a chestnut tree, surrounded by sound and light devices, activated each time a chestnut falls. An initiative brought to you by BUND, BBDO & Gang of Berlin.


Always-on content platform. Obsession with sound. Future of music. Created by Ogilvy & Mather London, Philips‘ online platform aims at giving music lovers an exclusive vision of what the future might sound like.


The Midem Marketing Campaign pitch sessions take place Monday, February 3 at Midem, from 12:00 and 14:30 at Brands & Fans Central (Riviera Hall). Discover the 3 winners (Gold, Silver & Bronze) elected by the jury members at 16.45 during Midem Innovation Show- Main Room (Riviera Hall). Find out more about brands at midem here.


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