Disneyland Paris partnered for the second year in a row with My Love Affair in order to host the EDM festival ELECTROLAND. This extravaganza was held over the course of two nights and had 8 international DJs performing throughout.
- Raise awareness around the Park
- Drive UGC
- Increase traffic to site
The approach was to build on the initial collaboration from 2017 with Disneyland. My Love Affair worked closely with Disneyland Paris Business Solutions to craft and build the Park’s very own and first festival. It then built the line-ups and contracted with each artist.
On the first night, ELECTROLAND hosted Robin Schulz (headliner), Bob Sinclar, Klingande and Henri PFR. The second night was headlined by electro legends Dimitri Vegas & Like Mike, preceded by Afrojack, Mosimann and Lovely Laura.
The idea was to have a diverse powerhouse of talents perform helping solidify Disneyland Paris as the place to be for the younger demographic. DLP is not solely a place for young families but also one for young adults who want to have fun all day and night.
Ticket sales were a true success with a sold-out Saturday night at ELECTROLAND and a crowd highly engaged into all talents’ performances.
Talents (DJs) feedback around the event was great.
DJs Dimitri Vegas & Like Mike:
“It looks great, it’s insane. It’s fun and it’s an excuse to go to a carnival and have a great party. So, I love the concept. It’s genius. It’s Disney madness,”
Around 16,000 tickets sold to provide attendees with an engaging and memorable experience (2 incredible show nights) along with valuable social media content created specifically around the festival and featuring the Park and its rides.
Develop a creative concept that would drive brand awareness for Paco Rabanne’s brand new fragrance One Million Lucky and its related global program #MillionLuckyDance. Create a campaign that would generate high buzz on social media throughout the UK and engage the public to take part into the contest, as well as drive traffic and increase brand awareness.
The approach used to tackle this challenge was the creation of a guerilla dance challenge where the hashtag #millionluckydance would be used to upload these dances from the public. The dance challenge was supported by one of the UK’s hottest DJs Jax Jones.
The incentive: The chance to win TWO tickets to attend the exclusive Grammy Awards Ceremony, as well as unique live experiences at Jax Jones’ shows.
Best known for his “You Don’t Know Me” 2016 single featuring Raye as well as for his partnership with Demi Lovato, Jax Jones has a huge reach in the UK and is known for his amazing live mixing skills, bringing excitement and interest amongst his loyal fans.
The implementation: In order to create an increase in traffic, MLA built special moments by collaborating with no less than 45 different dancers in London hotspots Southbank and Covent Garden, over the course of two days, would create guerilla style dance activity with public engagement to help push and share the #millionluckydance message.
Jax Jones performed short DJ sets at both events on a uniquely branded DJ Truck, whilst people’s own dances were uploaded via social media with Paco Rabanne samples handed out to willing participants.
The activation was a huge success with positive feedback from both client -Paco Rabanne and DJ – Jax Jones.
2M people reached
Total Footfall = 20,000
6,000 samples distributed
The Mexican brand Barcel that makes Takis crisps has partnered in recent years with various artists and has been the subject of many product placements.
Product placement is a simple way for a brand to reach an artist’s fans and grow in popularity by tapping into a customer base otherwise unattainable. As music and music videos are a form of entertainment, if a brand is well incorporated in a video it is less pushy than an on-screen commercial and can increase a brand’s likeability. Takis understand this well and decided to surprise its customer base by reaching out into the music industry.
Takis and David Guetta
For its first collaboration, the brand decided to feature in David Guetta’s video for Play Hard ft. Ne-Yo. This first placement, made through the agency My Love Affair, took place in the form of a packet of crisps held by one of the dancers in the video. The product was integrated into the scene so wasn’t rejected by fans as it blended into the background.
Takis and Midnight Red
Following this collaboration, Takis decided to once again trust My Love Affair to reach an American audience. This time they featured in the video for Take me Home by Midnight Red, an American boyband formed in 2009. The video has been watched more than six million times to this date.
Takis and Hardwell
Takis has also placed a product in the video for Hardwell’s Dare You, which has more than 16 million views and counting.
Takis and Justin Bieber
With help from My Love Affair, the Mexican crisp brand has innovated in the world of product placement. Indeed, in Justin Bieber’s Confident video that counts over 210 million views, Justin Bieber himself mentions the brand’s name and holds one of their crisp packets.
Takis and Alesso
Always in view of innovating and pushing the boundaries of product placement, the crisp packet is shown many times in the video for DJ Alesso’s Cool, which has 28 million views.
Takis and Dimitri Vegas & Like Me
Recently, Takis has placed a product in the video for Higher Place by Dimitri Vegas & Like Me ft. Ne-Yo, which has 17 million YouTube views and counting.
Takis and Martin Garrix
In addition to these product placements, the brand envisioned offering exclusive content to its consumers and reach millennials by collaborating with Martin Garrix. During New Year’s celebrations 2014/2015, Martin Garrix’s fans were given the opportunity to meet their idol and accompany him from his hotel to his party, where he performed an exceptional show for them. Pictures with fans from that evening were posted on the artist’s Facebook page.
Takis is one of the brands that increasingly try to reach consumers in new ways. Trusting brand endorsement, they innovate and can therefore increase their popularity.
David Guetta and G.H Mumm have been working together since 2014, innovating and pushing the boundaries of music and brand endorsement. READ MORE…