Arnette Eyewear x The Mad Decent Block Party
Role: Creative Development, Media Strategy, Account Management
Global eyewear brand Arnette, owned by Oakley (a subsidiary of Luxottica), was looking to launch a music-driven initiative for their Summer 2014 campaign.
The brief was to connect with a younger demographic through music, so we built out a strategic partnership with Diplo's Mad Decent Block Party. The 22-city summer music festival tour perfectly aligned with millennial consumers who embody the “Live Arnette” mentality.
Components included a contest held to find two Arnette Ambassadors to go on tour and capture content, a microsite that detailed the Ambassador program, submission process, and Arnette's involvement in the tour, inflatable sunglasses as well as mini inflatables for fan interaction, a booth with on-premise sales of limited edition sunglasses, an on-site contest for the chance to win a backstage experience, and ongoing support throughout the summer in the form of paid media and social content.
The campaign, which ran for three months, quadrupled the size of their email database and added over 17k+ fans to their Facebook page.
