We began by gathering inspiration for the photoshoot that would define the style of the entire campaign: gradient color backgrounds, projected symbols and text, and hazy focus.
We coordinated a studio shoot with the band members, utilizing plastic color filters, a projector, and a lens filter coated in vaseline to achieve the desired effects.
To build excitement, we posted previews from the shoot on social media (Instagram Stories and Reels).
Social Media Content
We created a social media calendar and began posting about 3 weeks before the event.
The graphic design for the promotional posters was inspired by two opposites: the messy, bedazzled aesthetic of homemade Valentine’s Day Cards and the sophisticated sans serif layouts of movie posters. This feeling was extended to the promo video with smooth, slow-motion video clips and background music from Chase Atlantic.
Offline Marketing: Balloons on Campus
To extend the campaign beyond social media and into the physical world, we coordinated a day for all band members to carry around a helium balloon with the details of the concert as they went about their day on campus. For additional content, we snapped a Polaroid photo of each band member.
Behind the Scenes Social Media Content from Rehearsals
To tease the concert set list, we posted Instagram Stories from rehearsals throughout the entire promotional period.
Ramping Up Promotions On the Day of the Event
Knowing that university students make last-minute decision to attend events, we ramped up the posting on social media on the day of the concert by blasting the registration link and sharing behind-the-scenes content with a light and humorous tone.
To close out promotions, we shared highlights from the concert through a series of photo carousels, a pre-concert peek backstage, and a Spotify playlist with the entire set list.
Throughout the campaign, it was important that audience members felt like active participants from start to finish. We engaged them on social media with polls and open-ended questions, shared a set of audience photos, and produced a Q&A video where we stopped attendees on their way to the concert to ask them what their favorite love song is.