Flip Video concert featuring Jessica Mauboy - unplugged
Technology brand Cisco introduced a new pocket sized digital mini camcorder, Flip Video and appointed Text100 Australia as its PR agency. A plan was devised and included a broad mix of traditional and social media tactics that would reach a young audience, give Flip the cool factor and turn users into authentic brand ambassadors. Public City was responsible for a grass roots event - a Flip concert featuring Jessica Mauboy unplugged. Mauboy was only one week away from her biggest night at the 2009 ARIA Awards and the Flip had only just launched, making the event a hot ticket for the key audience. The event was promoted via media partners; TV Hits, Girlfriend Magazine and 2Day FM, who were each allocated double passes to give away. The event was hosted by skating legend, Fuel TV presenter and author Corbin Harris. The concert started with an interview with Sarah Archer, a singer/song writer who at the time of the event had recently signed with EMI and announced an upcoming album. She talked about how social media had helped her share her music and then performed four of her songs. Sarah was followed by Jessica, who had a candid interview with Corbin and shared stories of her rise to fame, success and challenges. She also took questions from her excited fans. The concert culminated in Mauboy's unplugged performance which brought the house down! The spark started with the event and the fire spread through facebook, twitter, youtube and word of mouth. A core community of Flip fans was created on which future events would continue to build upon. On the night, there was subtle product placement through the script and more obvious in the venue branding and goody bags. There was strong coverage through our media partners both before and after the event, and Flip ambassadors Corbin Harris, Jessica Mauboy and Sarah Archer, also extended the momentum through publishing on their own social networks. Most importantly, the product's values and personality were brought to life through an experience that will be spoken about and remembered for years to come!
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