CREATIVE: EXTRA $5MM SONG COLLABORATION
POP-UP BOWL TOUR
Deliverables: Tai Pei will sponsor a “collaboration” between DJ PeiDay and award-winning electronic music artist, Flume. This sponsored song will be written and performed by Flume, but feature DJ PeiDay in the music video and live performances, providing her with her “Big Break”—a platform for appearances nationwide.
Deliverables: DJ PeiDay will travel across the country to host a series of concerts at four major universities. She and a local up-and-coming DJ will play a set featuring songs from our Spotify playlist while vendors hand out free samples of Tai Pei inside a tent fashioned to look like a Tai Pei bowl.
Substantiation: Sponsoring a song with Flume will bolster brand awareness with the target demographic, drive sales, and generate earned media from consumers sharing the song and music video across social media platforms.
Substantiation: This execution promotes DreamCoast and encourages our target demographic to experience Tai Pei products in a fun and unique environment. Performances by local DJs connect the brand to the real-life hustle and encourage college students to associate Tai Pei with a local favorite.
DREAMCOAST Deliverables: DJ PeiDay’s Big Break culminates in the DreamCoast festival, which features headliner Flume and seven other prominent electronic artists. The festival will include a variety of compelling activities centered around the concept of working towards one’s dreams. Vision boards, inflatable obstacle courses, lantern releases, and a floating dinner will entertain audiences in San Diego as well as those streaming it in virtual reality across the nation. DJ PeiDay will appear on stage when Flume plays the sponsored song prior to their closing set. Substantiation: With its star-studded lineup and engaging activities, the festival is a memorable event that cements Tai Pei as an exciting, relevant brand to our target demographic. Activities are designed to provide personalized and aesthetic content to encourage social sharing. The San Diego venue provides for a large population of millennials, a warm climate for the event’s winter date, and accessibility for all of Southern California.
AWARENESS April
May
TRIAL June
July
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Sept
LOYALTY Oct
21
Nov
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Jan
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Mar
CREATIVE