The proof in ROI

In a nod to more and more companies looking at experiential marketing comes this from Ad Week:

Shockwave, H-P Rock With Warped Tour
SAN FRANCISCO Entertainment site Shockwave.com today named three winners of the "H-P Music Video Awards," an interactive promotion that combined Hewlett-Packard technology and music from the Warped Tour.

The promotion began in the fall and challenged aspiring filmmakers to create original music videos for one of five songs from bands that were featured on the Warped Tour. Hundreds of submissions poured in from across the country, a Shockwave spokeswoman said.

Michael Estrella, 32, of Los Angeles won the grand prize of $15,000 for his slow-motion video for The Vandals' "I am Crushed," the rep said. First and second prize, respectively, went to Oklahomans Eric Lee and Sam J. Stanton, both 23, for Sugarcult's "Memory," and Michael Horowitz, 29, and Gareth Smith, 28, both of Los Angeles, for the same song.

Estrella's winning submission and the two runners-up can be seen online at hpmusic.
Shockwave, based in San Francisco, has a track record of innovative branded entertainment programs, said Mary Bermel, senior manager of global brand advertising at H-P.

The winning videos have already attracted notice within the music industry, Shockwave said. "It's amazing that these videos were created by up-and-coming producers rather than veteran directors," said Kevin Lyman, founder of the Warped Tour.

--Celeste Ward


This is just proof that by looking at your product and staging some sort of event around it you can build a wider buzz than if you just stuck to traditional marketing. Experiental marketing at work for you!