UNIQLO West Coast Launch

UNIQLO, the world’s fourth largest clothing retailer, engaged Flavor Group to launch their brand and flagship West Coast store in San Francisco. Flavor Group worked closely with UNIQLO to develop a comprehensive marketing strategy that leveraged local superstar influencers and a month long Pop-Up shop retail and events space. We built a comprehensive list of talent that represented San Francisco’s unique sports, music, fashion + tech, and food communities. The final list included Joe Montana (Hall of Fame NFL Quarterback), Goapele (R&B Sensation), Brit Morin (Fashion and Tech Entrepreneur), and Danny Bowien (Executive Chef of Mission Chinese Food) and we leveraged their social networks to promote all brand activities. Flavor Group built open format panel discussions called “UNIQLO Talks” at the Pop-Up that featured our influencers and their peers. Events included a Pop-Up Launch event, UNIQLO Talks Music, UNIQLO Talks Fashion+Tech, and UNIQLO Talks Food. Flavor Group pulled in genre specific media partners for the events and the strategy created tremendous amounts of press encompassing all of SF’s communities around music, fashion, tech, and food. Finally we also produced the official store opening event that featured appearances by influencers Joe Montana and Brit Morin, a performance by Goapele, and food by Danny Bowien.

POP-UP SHOP

SF STORE LAUNCH

SanDisk Wake Up Your Phone

Flavor Group brought DJ Tiesto, arguably the world’s biggest DJ, and SanDisk, creators of flash memory, together for a global campaign to launch SanDisk’s mobile memory microSD product. The launch was nominated for Billboard’s Best Artist Marketing Partnership of 2010. At the center of the campaign was the world’s first ever user generated video featuring footage from fan mobile phones taken at Tiesto’s Kaleidscope Tour. The final video garnered over 1.1 Million views on YouTube. Flavor Group connected celebrity YouTube Vlogger Michelle Phan to the campaign, earning an additional 2.3 Milion views on YouTube for the overall campaign. In addition to the user generated video contest, Flavor Group led in-store on-pack messaging, exclusive content tie-ins, and retail promotion. The campaign resulted in a 25% overall increase in sales of SanDisk’s micro-SD cards, and 220% year over year increase in sales in emerging markets like Russia. The campaign resulted in the largest PR pickup in SanDisk’s history.

WEB

CREATIVE FOR DOWNLOADABLE ALBUMS

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Fernet-Branca’s Barback Games

Flavor Group built a national contest and events strategy for the explosive industry drink of choice Fernet-Branca. Knowing this industry is over saturated with event concepts we built an Olympic style challenge to celebrate the unsung heroes of the bar industry; the barbacks. Top bar establishments put forth their best talent in regional events in New York City, Boston, San Diego, and San Francisco. The national finals was held in San Francisco and featured the winners from each regional event.  Barback Gladiators competed for prizes through a series of rigorous bar related activities while running through an obstacle course thrilling crowds of cheering fans and industry enthusiasts.

CREATIVE

EVENT PHOTOGRAPHY – SAN DIEGO, NEW YORK, BOSTON, SAN FRANCISCO

Red Bull Beat Riders

Red Bull Beat Riders continued for three years and brought legends and innovators of Hip Hop and urban dance together with the next generation of gifted street warriors. The week long event celebrated how different dancers ride the beat: from the power of B-Boying, to the footwork of House, to the combat of Capoeira. The goal was to support and properly introduce the brand to this burgeoning global Hip Hop community while always pushing the boundaries. Flavor Group brought pioneers of Hip Hop and dance to the program including Kool Herc, Ken Swift, Crazy Legs, Asia One, Cros1, Zulu Gremlin, Brian “Footwork” Green, Don “Campbellock”, Boogaloo Sam, and more.  The thirty gifted street warriors were selected from all over the world based on video applications. Days were spent training with the masters and attending lectures and demonstrations on culture, history, and business.  The variety of backgrounds and dance styles served as both a challenge and inspiration for the mix of international students. Many of the students have gone on to be world-renowned dancers and producers including Colione Waliser, Bionic Man, Pharside, Bboy Machine, and many others. The program was a massive success and regarded under the highest esteem by dancers all over the world. Red Bull Beat Riders paved the way for Red Bull’s global BC One dance contest.

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Hitachi G-Technology Tight Space

Flavor Group came up with a creative way to effectively market Hitachi’s G-Technology line of external storage products in the US and Europe, while growing its Facebook Pages from 2,000 to over 50,000 cumulative Likes in 4 months. We created a campaign called ‘Tight Space’: a series of live music events in Brooklyn, London and Paris that were broadcast live on the G-Technology Facebook Pages. Each performance was treated as a live internet TV show with a local celebrity host. Facebook users were able to ask questions of the artists live, and a multi-camera shoot captured each performance. Our strategy relied heavily on the artist partners that we picked to be a part of the campaign. Artists like A-Trak, Chromeo, Dada Life and Above & Beyond have a collective total of over three million fans on Facebook. Additionally, we enlisted the help of top YouTube celebrity Vlogger KevJumba who attended and documented a tight space live stream in Brooklyn. We built a custom Facebook application with an embedded live stream player with additional content and video about G-Technology and all of the artists. The application was localized on G-Technology’s US, EU, French, and German Facebook Pages. These custom portals were updated post-stream, with a recap of the performance and interview with all of the artists that generated evergreen content for the brand. The application also hosted fly-away contests for fans to win an opportunity to attend a live stream, and music downloads from the artists

 FACEBOOK MICROSITE CREATIVE

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Be the Riottt

Riottt quickly becoming an internationally known consortium of progressive culture that executed campaigns for Scion, Apple, H&M, Nike, LRG, Red Bull and more. Flavor Group’s development and execution of the launch of the brand included the Be The Riottt! Festival and online content strategy which gained national press including Wired, CNET, Spin, and Pitchfork for being the first festival to have full performances streamed on demand. Over eight thousand people attended the  festival with artists including a then unknown Girl Talk, The Rapture, Steve Aoki, Presets, XClan, Clipse,  and more while generating over 25 million PR impressions.

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Toyota’s Scion on Alcatraz Island

History was made on Alcatraz Island when more than a thousand guests roamed the island exploring different themed areas in the prison including eco friendly fashion shows in the shower room, live music with the Cool Kids in the dining hall, adult cabaret shows in the hospital wing, and an art gallery in the Chapel. Many of the event components were a first on Alcatraz thanks to the relationship developed with the Golden Gate National Parks Service. The event was created by Flavor Group to promote Toyota’s youth focused brand of Scion cars connecting the brand to bleeding edge music, fashion, performance, and art culture. The PR pickup resulted in over 100M impressions and the Parks Service was so thrilled with the art gallery featuring works by Sam Flores, Greg ‘P-Nut’ Galinsky, Romanowski, Ferris Plock, Chor Boogie and more that it stayed open on the island for six weeks attracting an additional twenty thousand people.

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SanDisk slotMusic

SanDisk engaged Flavor Group to launch slotMusic, featuring preloaded microSD cards with artist music and content developed exclusively for SanDisk’s vast mobile install base. Flavor Group leveraged its music label, artist and talent relationships to cement a co-marketing strategy with a wide range of artists including Lady Gaga, Akon, Fall Out Boy, All American Rejects, Robin Thicke and Mos Def. The artists participated in traditional media, ambassador, and educational activity valued at over $20MM. Supported by all four major record labels, the SlotMusic concept resulted in the sale of 100,000 cards in the first 90 days and were available at Wal-Mart and Best Buy stores throughout the United States. In addition Flavor Group developed and executed a series of event activations including a major A-List celebrity launch event during the MTV Video Music Awards featuring slotMusic artists and industry heavy weights including Lil Wayne, Jamie Foxx, Akon and more.

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