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MAMA Brand Partnerships 2014 BRAND PARTNERSHIPS INTRODUCTION MAMA & Company is one of the U.K’s leading live entertainment businesses, operating an eclectic portfolio of both festival brands and live music venues. Its core strategy continues to focus on the development and delivery of consumer-built entertainment concepts that create unique platforms for all types of emerging artistic talent. ! Our four festivals span every genre from new music, lifestyle and arts through to contemporary pop and dance, and our 9 live music venues include both historic 2,000 capacity concert halls, as well as smaller, iconic music bars and performance spaces. This makes MAMA the perfect partner for any brand wishing to build and develop their audience and to engage with millions of 18 - 30 year old avid music fans. FESTIVALS VENUES MAMA BRAND PARTNERSHIPS We devise and deliver the most innovative, exciting and effective brand led, multi- platform solutions to millions of music fans every year. ! From unique content-lead (live music and curatorial) solutions on our festival sites, through to brand programming, promotion and media support, To create the most dynamic experiences, we interact closely with key talent across MAMA & Company to ensure the activity is authentic, credible and above all, effective. Over a decade of producing the UK’s leading, sell-out and award winning Festivals: The Great Escape Somersault 18-30 18-40 20,000 per day (3,000 Delegates) 15,000 per day New Music Seekers Outdoor Enthusiasts 3 days 4 days Lovebox Wilderness 18-34 25-45 40,000 per day 30,000 per day Urban Influencers ABC1 Opinion Formers 2 days 4 days Nine of the country’s most iconic live music venues, hosting 1.7 million gig-goers every year: The Jazz Cafe Hoxton Square Bar & Kitchen 350 cap. / 115,000 footfall p.a. 450 cap. / 130,000 footfall p.a. ! ! The Garage Arts Club, Liverpool 800 cap. / 205,000 footfall p.a. 850 cap. / 85,000 footfall p.a. ! The Barfly The Institute, Birmingham 420 cap. / 192,000 footfall p.a. 2,400 cap. / 312,000 footfall p.a. ! ! The Borderline The Ritz, Manchester 275 cap. / 78,000 footfall p.a. ! 1,500 cap. / 255,000 footfall p.a. The Forum 2,300 cap. / 390,000 footfall p.a. ! ! Curating forward-thinking live events and collaborative music programming with key brand partners: ! Red Bull Music Academy Fred Perry Sub Culture Metro x Heineken ‘London Unlocked’ Levi’s Ones to Watch Dr. Marten’s First and Forever Sailor Jerry’s Presents… Jack Daniel’s JD Roots Imagining and building bespoke, experiential Festival activations, in tune with any brand’s vision. ! Jack Wills New Music Stage Red Bull Music Academy Arena Champagne Laurent-Perrier Orangery Mulberry Loves Craft Emporium Amazon Music Secret Show Dr. Martens Street Gigs Accessorize Atelier Victorinox Festival Base Camp Aperol Spritz Social Jose Cuervo Street Fiesta Kopparberg Cider Shack Jägermeister Bunker Creating unique experiences that feature at our Festival sites, venues and in wider non-traditional spaces. ! This year MAMA Brand Partnerships delivered the 'Mulberry Loves Wilderness' picnic, where 200 VIP guests enjoyed custom picnic hampers prepared by Young British Foodies award-winner, Giles Clarke. ! Most recently, on behalf of Metro and Heineken, MAMA Brand Partnerships have devised and delivered a series of money- can’t-buy, intimate experiences including a night of music and gastronomic delights with Dan Croll at the Jazz Cafe, a private culinary class with music-legend turned chef, Seth Troxler and a Secret Forum evening of talks at The Royal College of Surgeons’ incredible museum space. THE BARFLY BUILDING WRAP This is a unique, creative opportunity for our brand partners to transform any marketing campaign into a 3-storey work of art, with the ability for MAMA Brand Partnerships to curate a series of in-venue promotions or activities, complementing the building wrap and completing the consumer journey. ! The Barfly Camden boasts exposure to 2.3 million people every month with 200,000 people travelling through Camden daily and 17,000 VAT registered business. ! The Barfly itself has 120,000 gig-goers annually and was voted the ‘Best Small Live Music Venue’ by NME London, 2011. MAMA is uniquely positioned to amplify brand messages across the group’s large stable of digital media: E-Shots / Newsletters Over 1.3 million Facebook, Twitter 1.5 million bi-weekly emails to and Instagram followers gig and festival-goers TOTAL DIGITAL REACH: 6,400,000 OTS EVERY MONTH Ticketing 14 Music Websites 100,000 E-tickets printed monthly 2 million monthly page-views CASE STUDIES RED BULL MUSIC ACADEMY ! For the second year running, MAMA curated, produced and programmed the iconic Red Bull Music Academy Arena at Lovebox Festival. With bespoke seating nooks, two dedicated branded bars and an absolute prime site position, the stage was a core pillar of the festival and was marketed across all Lovebox social, digital and outdoor media campaigns, to the value of £2 million. ! The RBMA Arena has hosted ultimate dance, disco and party line-ups, with the likes of Mark Ronson, DJ Harvey, Horse Meat Disco, Rodigan and a festival exclusive set from Theo Parrish. The on-site activation was supported well with strong bar visibility, menus, branded cups and back bar fridges. ELLE & RIMMEL ! This year at Lovebox, ELLE and Rimmel teamed up to take the #ELLEFashionCupboard on the road, for the very first time. The pop-up fashion and beauty salon offered complimentary makeovers and manicures to Lovebox’s eternally stylish crowd, on the hottest weekend of the year, leaving festival-goers fresh faced and Instagram ready. ! The Fashion Cupboard also made an important appearance back-stage, gaining direct access to artists such as MIA, Elli Ingram, Fabienne Debare, VV Brown and Jess Glynne. With Rimmel’s quality products and ELLE’s social media team on-hand, they offered stage ready makeovers whilst achieving fantastic editorial content and wider fashion press coverage. ! Both activities drove conversations across key social media channels, with a combined reach of 380,000, including 25,000 Instagram likes on Lovebox imagery. APEROL SPRITZ SOCIAL ! Lovebox programmed and delivered a hugely successful stage which became a mecca for great tunes, party vibes and of course Aperol Spritz, with over 18,000 serves across the weekend. The distinctive structure had prime position on site overlooking the main arena, maximising the build’s double-tier aspect. With DJs such as Craig Charles, Norman Jay and rising star Monki, the ‘Aperol Spritz Social’ was name-checked as a must-see destination and a highlight for thousands of people that joined in the fun and theatre around the Aperol brand. “Music festivals like Lovebox have a certain vibe and history…felt like the right place for us to spend quality time with our consumers.” Oliver Adams, Director at Lightblue THE CHAMPAGNE LAURENT- PERRIER ORANGERY ! The Laurent-Perrier Orangery was a 1920’s epicurean vision – a stunning sanctuary from the dust and mud of the festival site. Housed by a 20 x 20 metre grand pavilion structure and overlooking the beautiful lakes, The Orangery consisted of a stunning themed set including beautiful flora & fauna displays, bespoke bar and theatrical lighting. A team of sharply dressed waiters and cast of six dedicated performers added to the whole narrative of the venue, telling festival goers fictional tales of romance, magic and mystery. ! Testament to the fact that The Orangery became one of the most popular and ‘must- see’ areas of the Festival, over 2,000 bottles of Champagne were sold over the weekend. “When they stumbled upon this little oasis in the wilderness, where they could sip champagne… they couldn't believe their eyes” Tatler MULBERRY LOVES CRAFT ! The Mulberry Loves Craft Emporium celebrated the spirit of British craft and heritage of their handmade goods. The tent was furnished with stunning bespoke tables and chairs, providing an immersive area for people to interact with the brand in a relaxed, fun and creative atmosphere. ! In a series of intimate craft workshops, punters could make and customise personal Mulberry bracelets inspired by the festival wristband. The activation was a huge success, with all workshops fully booked each day and press coverage from Vogue, Elle, The Telegraph and Grazia. This was topped off with a special appearance from Mulberry Ambassador and fashion-queen, Cara Delevigne, who hosted a private picnic on the Festival grounds, organised and programmed by MAMA Brand Partnerships. "I can think of nothing more Brit-chic than hanging with luxe brand Mulberry at Wilderness festival” Elle Canada JACK WILLS NEW MUSIC ! A unique collaboration with a heritage fashion brand saw MAMA help Jack Wills launch their inaugural ‘New Music’ platform at Somersault Festival this year, with their own Jack Wills New Music Stage. A core pillar of the Festival’s music offering and marketing campaign, MAMA programmed the stage to showcase the best in UK emerging talent including Rae Morris, Lewis Watson and We Were Evergreen. ! A strong lead-in on social media created a lot of hype and integrated Jack Wills seamlessly into the Festival comms, whilst the ‘Share for a Pair’ campaign gave away hundreds of Jack Wills wayfarer sunglasses on-site to those who tweeted their favourite moments. The Jack Wills live T-Shirt printing added another unique element that created amazing engagement and goodwill with the brand, transforming the Jack Wills New Music Stage into a buzzing, not-to-be- missed area of Somersault 2014. FRED PERRY SUB CULTURE ! In its 3rd successful year of sell out shows, Fred Perry's Sub-Sonic Live is recognised for its credible and exciting music platform. Hosting new talent from the likes of King Crule, Clean Bandit and Temples, as well as bringing heritage legends to an intimate showcase, such as Lee Scratch Perry and David Rodigan.
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