By: Andi Cross
I don’t know about you, but every time I go to a music festival I all of a sudden wish I could wail on the guitar, impress a crowd while banging away on the drums, or most importantly, I wish I had an amazing singing voice (why did I quit chorus in middle school!?). With that being said, it is natural to feel totally immersed in the creative and inspiriting music scene when at a festival like SXSW or Lollapalooza, to name a few.
OgilvyEntertainment took this emotion, this feeling one gets when immersed in the scene, and brought it to life through the “Time Warner Cable Music Studio” at the MTV Garage at SXSW. By creating a space that automatically inspires guests and allows them to step outside of the box in order to best express themselves, Time Warner Cable was successful in bringing subscribers closer to the things they love – music.
(Time Warner Cable Music Studio full activation space)
The whole point of the Time Warner Cable Music Studio was to get “festival-goers” to write and record their very own song, in a state-of-the-art recording studio, sound-proofed and built-to-last. This is exactly what happened, and needless to say, it was a huge hit!
(A guest recording a song in the sound proof recording studio)
Guests were writing songs about everything and anything at the “Lyric Bar,” using iPads, computers, creative materials and even an on-site, up-and-coming band, NameSake to generate their new hit. They were even given an option to choose pre-selected lyrics, in case they didn’t want to create their own song. Time Warner Cable created a “Lyric Wall” where guests could chalk their thoughts and feelings throughout the day on an erase board that was scattered with creative pieces of art, music and writings.
(Jamie creating his original song at the Lyric Bar, with the Lyric Wall behind him)
(Time Warner Cable’s on-site band, NameSake)
Guests from all over the country were lining up to create their song and get a 15 second song recorded in the studio. Guests were even hanging around the “Studio Lounge” just because it was a space they felt comfortable, creative and VIP in with a direct view of both the MTV stages. The only thing SXSW attendees could see when standing in a line wrapping around 9th Street, anxious to get into the Garage, was the aesthetically pleasing Time Warner Cable Music Studio branding. This gave us the credibility of being the best looking booth on the plot!
(A group hanging out in the Studio Lounge)
(View of the full activation with the new Time Warner Cable Music cranberry branding)
In our daily lives, life does not always foster creativity, so OgilvyEntertainment was able to create a world where innovation and inspiration thrived, making guests feel closer to their favorite bands and artists. This in turn, helped with brand health for Time Warner Cable, reminding guests of the experience they were able to have through the activation. Time Warner Cable was able to make these music fanatics feel like real rock-stars and ultimately, allowed them to feel part of the overall music experience down in Austin, TX. This is the plan for Time Warner Cable Music and OgilvyEntertainment at many festivals to come throughout 2011 – Onward!