adult swim’s Mr. Pickles
CASE STUDY

 

OBJECTIVE

The Syndicate was tasked with amplifying the marketing efforts around the [adult swim] Presents: Thrashtacular Tour and Mr. Pickles – Season 3.


EXECUTION

Designed and executed an expansive, multi-faceted campaign, combining the efforts of The Syndicate’s Radio, Grassroots Marketing and Publicity departments, activating key trendsetters, influencers and the Mr. Pickles fan base.

  • PRESS: Targeted local and national press outlets, including Brooklyn Vegan, Loudwire, Metal Injection, Metal Insider, and Alternative Press

  • RADIO: Produced and serviced a four-song sampler to full metal/loud rock radio panel of 250 stations, coordinated on-air merch giveaways, and arranged   interviews with bands and show creators 

  • METAL INSIDER: Organized four-day site takeover, sponsorship of weekly newsletter, contesting, and interviews with bands and show creators 

  • GRASSROOTS: Brand ambassadors targeted retail/lifestyle locations, distributing   posters and stickers to outlets in each market of the tour 


IMPACT

  • Publicity pick-up from 24+ music-related publications including Alternative Press, Brooklyn Vegan, Metal Injection and Salute Magazine

  • Radio support from several impactful stations including National, Commercial, Specialty, and College Radio stations

  • 50,000 social impressions and 800+ social engagements from Metal Insider takeovers and sweepstakes

  • 1,300+ posters and 13,000+ postcards distributed by marketing representatives across 13 major markets

Simon & Schuster - Clockwork Princess
CASE STUDY

 

OBJECTIVE

EXECUTION

IMPACT

Simon & Schuster approached The Syndicate for an innovative way to digitally market the book release of Clockwork Princess, the third and final book in best-selling author Cassandra Clare’s Infernal Devices series.


With Clare’s large and dedicated social following in mind, we presented the idea of putting the control in her fan’s hands. Let the fans first help reveal the cover artwork and then the first chapter of the book before the release date.


  • Creation of chapter reveal platform

  • 500,000+ tweets using #ClockworkPrincess in 26 hours

  • Top trending twitter topic worldwide

  • Millions of books sold

The whole first chapter of Clockwork Princess is now up! Go and read and  I hope you have as much fun reading it (if you choose to!) as I did writing it. Also just to say you guys did an amazing job tweeting to reveal the chapter - close to 600,000 tweets in barely over a day. I wouldn’t have even thought it was possible and I am proud and also humbled! You guys rock! - Cassie Clare

comedy central’s The Half Hour
case study

 

OBJECTIVE

Comedy Central approached The Syndicate to promote 6 up-and-coming comedians’ albums recorded during their first TV special, The Half Hour. The campaign would exclusively focus on creating awareness and driving traffic to their album on Spotify, a first for Comedy Central.


EXECUTION

  • SynnerNation influencers created memes, shared their favorite one-liners and “snapped” listening to the album, amplifying the albums in a truly authentic promotion.

  • Advertising and editorial across The Syndicate-owned properties, The Laugh Button/The Laugh Network, drove awareness and traffic through the niche comedy community.

  • The Syndicate created a comprehensive digital marketing strategy utilizing comedy/music social influencers, press, social media sweepstakes, digital advertising, and editorial content on TheLaughButton.com.


IMPACT

Lewis Black - The Rant Is Due, Part Deux
CASE STUDY

 

OBJECTIVE

Live Nation approached The Syndicate to raise awareness for Lewis Black’s national tour, The Rant Is Due, Part Deux and its 22 dates to comedy fans via publishers on The Laugh Network. 


EXECUTION

We took a multi-level approach to the campaign on the network to maximize impressions across all publishers on The Laugh Network. Including banner ads, site skins, email blasts, podcast reads and ticket contesting geotargeted toward markets along the tour. The Laugh Network is a curated media ad network of publishers that caters to comedy fans. Publisher genres vary from editorial, ticketing, and podcast networks. 


IMPACT

  • Over 1M banner ad impressions delivered across 19 publishers on the network in the key comedy demographic

  • 5,400 site skin impressions delivered across 22 markets

  • Over 500 entries in to contests locally resulting in 22 pairs of winners.

  • 4 monthly newsletter blasts, resulting in 88,000 impressions

  • 6 total live reads on The Laugh Button podcast

Adult Swim @ New York Comic Con
CASE STUDY

 

OBJECTIVE

Retained as their onsite agency, Adult Swim tasked The Syndicate to manage all back-end and on-the-ground support for their two premier Comic Con activations: The Robot Chicken Season 8 Screening Party at Brooklyn Bowl and The 2nd Annual Tyrannic Maiden Voyage boat cruise on the Hudson River.  


EXECUTION

Organized and executed all pre-production liaising between Adult Swim staff, venue staff and third party vendors to bring both events to fruition while simultaneously creating a unique digital marketing buzz both events.

  • Robot Chicken Screening:

    • Securing event photo-booth, DJ and photographer

    • Providing on site staffing for set up and duration of the event

    • Overseeing the guest list and check in

    • Maintaining catering needs

    • Set-up and break-down of the event

    • Managing DC-branded giveaway items

  • Tyrannic Maiden Voyage:

    • Activating the guest list and check in

    • Managing creative set-up and execution

    • Maintaining the safety and entry of guests

    • Staffing dock, set-up and boat staff

    • Coordinating the swift entry of VIP guests, including talent and network executives

    • Securing event photographer

    • Ensuring safe debarkation of guests

    • Distributing Adult Swim promotional giveaways


IMPACT

  • 600+ attendees at the Robot Chicken screening

  • 500+ attendees on the Tyrannic Maiden Voyage

Combined Digital Marketing Campaign Highlights: 

  • Display Banner Ads (50K impressions) for Geo NYC campaign, beginning two weeks prior to the start of NYCC

  • Dedicated email blast (25K impressions) encompassing all Adult Swim NYCC activations

  • Geo NYC Site Skins on top three publishers for 3 dates

DRUNK HISTORY @ SXSW
CASE STUDY

 

OBJECTIVE

Comedy Central and The Syndicate collaborated to promote the DVD on-sale of Drunk History Season 4 by creating a buzzworthy activation on the streets of Austin during South by Southwest 2017.


EXECUTION

Created a Drunk History Walking Tour of Austin in the style of the television show. Comedians told historical jokes and facts, and were to guide attendees on a hysterical walking tour, starting at the famous Burnside’s Tavern on historic Sixth Street.

  • Garnered a large attendance of 250+ comedy fans, turning the walking tour into a stationary event at Burnside’s Tavern

  • Brought on comedians Mark Normand and Sean Patton to host the event on March 14, 2017

  • Activated a blitz street marketing campaign during SXSW to distribute promotional materials promoting the event, with the goal of increasing attendance

  • Hosted an exclusive Drunk History digital campaign across The Laugh Button website

  • Produced and published an event highlights video on The Laugh Button


IMPACT

Event exceeded expected attendance by 150%

  • 20+ street marketing representatives distributed 5,000 branded postcards and

  • 500 posters in under 24 hours to increase attendance

  • 2,000+ impressions served on The Laugh Button

hashtag sports 2018
CASE STUDY

 

OBJECTIVE

For the second year in a row, The Syndicate produced New York’s premiere sports, media and tech conference in the heart of Manhattan. Hashtag Sports takes place across three days at multiple venues, and features some of the industry’s most notable visionaries and leaders.


EXECUTION

The Syndicate organized, produced, and executed multiple facets of the event, from three days of programming at the New York Times Center, to VIP networking events. Highlights included:

  • Overseeing all aspects of the conference programming, including AV coordination, stage and speaker management, and Green Room logistics

  • Advising on and producing all event branding, including gobos, sponsor signage, window clings, stage backdrops, and directional banners throughout multiple venues

  • Hiring and managing a team of paid staff to oversee on-the-ground efforts

  • Coordinating sponsor branding and logistics, including booth setup, logo usage, and AV integration

  • Overseeing all aspects of the guest’s experience, including registration, traffic flow, run of show, and food/drink coordination

  • Sourcing and managing a robust team of vendors, both before, during and after the conference, including furniture rental, custom signage, catering, and AV


IMPACT

  • 2000+ guests attended the conference across three days

  • 200+ industry titans spoke, from athletes to entrepreneurs

  • 8 unique tracks covering topics from sports betting to startups and investments

HBO’s CRASHING LIVE
CASE STUDY

 

OBJECTIVE

HBO tasked The Syndicate with creating a fan event for the season two premiere of their show, Crashing, starring Pete Holmes and produced by Judd Apatow. Their goal was to give fans a free live comedy experience featuring comedians appearing on the show.


EXECUTION

The Syndicate produced a live comedy show at Gotham Comedy Club in New York City, a club prominently featured in season two of the show, as well as the following:

  • Event space decorated with Crashing-branded backdrop, coasters, table tents, video screens and pens.

  • A pre-show cocktail hour in a relaxed atmosphere with HBO providing food and drink.

  • A social moment for fans to have their photo taken as they re-create Crashing season two Key Art featuring Pete Holmes.

  • Crashing-branded promotional items included beer koozies, bottle openers, enamel pins were distributed to fans.

  • A limited-edition poster was designed by Comedy Artwork and autographed by comedians on the lineup and handed out at the end of the night.

  • Leveraged Syndicate relationships to curate a guest list of comedy fans, managers, and industry executives.


IMPACT

  • Show sold out to the public in approximately 45 minutes

  • 400+ initial RSVPS

  • 250 attendees which filled the venue to capacity

  • 60+ social moment photos taken during cocktail hour

  • 8,500+ social engagements

HBO’s Night of Too Many Stars Case Study

 

OBJECTIVE

 

EXECUTION

 
 
 

IMPACT

 

HBO tasked The Syndicate promote the Night of Too Many Stars charitable event. NOTMS was created by Jon Stewart to benefit Autism programs and the event aired live on HBO. The goal was to drive tune-in awareness and collect any donations from comedy fans.


The Syndicate partnered with the NY Comedy Festival (NYCF) to have a presence in the lobbies of 12 of its largest comedy shows during the festival. Additionally we leveraged our relationships with 5 of the most important comedy clubs in the city to run a 2 week promotion leading up to tune-in:

  • Branded DipJars were placed in key spots in the clubs for 2 weeks and were manned in the lobbies of NYCF’s 12 biggest comedy shows over the 5 day festival. Allowing fans to make simple donations via credit card.

  • Branded club materials included table tents, coasters, and promotional video reels contained tune-in information and text-to-donate call-to-action.

  • Lobby materials included branded postcards, signage, and marketing reps present to distribute materials and encourage fans to donate.


  • Over 23,000 impressions made over the course of the 12 NYCF shows

  • Over 17,250 impressions made to attendees in 5 clubs around New York City

  • 15,000 postcards were distributed at the NYCF

  • 20,000 branded coasters were placed in comedy clubs

  • Branded table tents were placed on approximately 230 tables in comedy clubs

  • Over $1,000 dollars donated via DipJars (in $5 increments)

  • Promotional video screened by over 15,000 club attendees

 
 

HBO’s Room 104
CASE STUDY

 

OBJECTIVE

HBO tasked The Syndicate with creating a buzzworthy event for their new show, Room 104, the Duplass brother’s anthology. Their goal was to familiarize consumers and influencers with the show in a fun and interactive atmosphere.


EXECUTION

The Syndicate produced an exclusive interactive viewing party on the roof of an LA hotel, with a fully constructed replica of the Room 104 set.

  • The event was held on the rooftop of the famous Standard Hollywood Hotel in Los Angeles and featured:

    • A hotel bedroom set-up for photo-ops and attendee interaction

    • Catered buffet and full bar, guests were served by bar staff dressed as “housekeeping”

    • “Toiletry" tote bags as unique giveaways that included robes, slippers, soap, shampoo and conditioner

    • Leveraged Syndicate relationships to curate a guest list of influential artists, agents, managers and music industry executives

    • Leveraged radio and media relationships to give away passes to fans through contests at KCRW/Los Angeles and the LA Weekly


IMPACT

  • 150+ attendees which filled the venue to capacity

  • Artists and Influencer attendees included Jenny Lewis, members of A Perfect Circle, JR JR, and Brian Dales (The Summer Set) and Big Brother cast members

Hype Machine's Hype Hotel presented by Feed The Beat @ sxsw

Leon Bridges at Hype Machine's Hype Hotel presented by Feed The Beat   Photo: Jesse DeFlorio/Hype Machine's Hype Hotel

Leon Bridges at Hype Machine's Hype Hotel presented by Feed The Beat
Photo: Jesse DeFlorio/Hype Machine's Hype Hotel

 

OBJECTIVE

For 2015’s SXSW, Feed The Beat, Taco Bell's music initiative administered by The Syndicate, teamed up once more with Hype Machine to create and curate a week's worth of showcases at the Fair Market venue in the midst Austin's bustling events.


EXECUTION

With The Syndicate's Conflict of Interest party kicking off the week, featuring a headlining hometown set from Spoon, each day was curated by a different Hype Machine blog, with help from The Syndicate staff. With a first-of-its-kind Taco Bell container store in the outdoor area of the venue, attendees were able to eat Taco Bell while catching a line-up.


IMPACT

Lineup included:

  • Wolf Alice

  • Kari Faux

  • Years & Years

  • Twin Shadow

  • Earl Sweatshirt

  • Leon Bridges

truTV at New York Comic Con 2016
CASE STUDY

 

OBJECTIVE

truTV partnered with The Syndicate to create an experiential activation at New York Comic Con (NYCC). truTV tasked The Syndicate with producing two official NYCC panels, creating awareness for the Impractical Jokers Foolproof Plan-el and for new show Jon Glaser Loves Gear.


EXECUTION

The Syndicate successfully created a full-scale production, marketing and press plan for truTV at NYCC.

  • Produced two official NYCC panels, including securing 60+ official NYCC badges and access, procuring security and talent handling, coordinating catering and executing on-site A/V

  • Secured NYCC official advertising, including two page spread ads in official NYCC show guide, two 10’ x 30’ print banners inside Javits Center lobby, e-newsletter inclusions, social media posts and panel highlight in official NYCC mobile app

  • Executed integrated digital media campaign with Syndicate properties The Laugh Button and The Laugh Network, including Banner Ad Remarketing, Site Skins and Dedicated Email Blasts

  • Activated 13 brand ambassadors to distribute thousands of truTV postcards, Impractical Jokers trading cards and lip balms and Jon Glaser Loves Gear massage balls to NYCC attendees inside Javits Center


IMPACT

  • 2,400 fans attended the Impractical Jokers Foolproof Plan-el (seated capacity = 2,200

  • 250 fans attended the Jon Glaser Loves Gear panel

  • 26,000+ Impractical Jokers + Jon Glaser Loves Gear promotional materials distributed

  • 400 truTV sponsored NYCC staff t-shirts worn over all 4 days

  • 1.1MM+ digital impressions from The Laugh Button/The Laugh Network media package

  • 1.4MM+ digital impressions from NYCC’s social media (Twitter, Instagram, Facebook)

TRUTV @ New York Comic Con 2018
case study

 

OBJECTIVE

truTV partnered with The Syndicate to create an experiential activation at New York Comic Con (NYCC). truTV tasked The Syndicate with producing two official NYCC panels, creating awareness for the Impractical Jokers: Four Jokers, Seven Seasons, One Panel and for the upcoming season of Jon Glaser Loves Gear.


EXECUTION

The Syndicate successfully created a full-scale production and marketing plan for truTV at NYCC.

  • Produced two official NYCC panels, including securing 75+ official NYCC badges and access, procuring security and talent handling, coordinating catering and executing on-site A/V

  • Secured NYCC official advertising, including two-page spread ad in official NYCC show guide, 60’ x 20’ print banner inside Javits Center lobby, e-newsletter inclusions, and social media engagement from NYCC official accounts

  • Activated 12 brand ambassadors to distribute thousands of truTV postcards, Impractical Jokers hand fans and Mad Libs, and Jon Glaser Loves Gear branded bagels and utensil sets to NYCC attendees inside Javits Center


IMPACT

  • 2,200 fans attended the Impractical Jokers’ Four Jokers, Seven Seasons, One Panel, bringing the room to capacity

  • 250 fans attended the Jon Glaser Loves Gear panel

  • 17,000+ Impractical Jokers + Jon Glaser Loves Gear promotional materials distributed

trutv @ sxsw
CASE STUDY

 

OBJECTIVE

truTV approached The Syndicate to develop a strategy to create awareness for the truTV brand and the premiere of their new show, Those Who Can’t, at SXSW. truTV was seeking a meaningful connection to both talent and the comedy industry at SXSW in a way that had never been done before.


EXECUTION

In partnership with the festival, The Syndicate secured, organized and executed the first-ever sponsored Comedy Green Room at SXSW. truTV rubbed elbows with comics, performing talent, media, and industry executives in a fully branded VIP space with daily catering, fully staffed bar and premium gifting.


IMPACT

  • To premiere the truTV show, Those Who Can’t, The Syndicate co-produced a showcase featuring the show’s writers (The Grawlix) at SXSW Comedy, as well.

  • Our branded guerrilla marketing team distributed thousands of bumper stickers and pin packs, displayed hundreds of eye-catching posters and vocally promoted the comedy showcas

WEIGHT WATCHERS @ BRIDAL EXPO CASE STUDY

 

OBJECTIVE

 

EXECUTION

 
 
 

IMPACT

 

Weight Watchers tasked The Syndicate to build experiential activations that shifted brand perception and recruited brides-to-be.


Developed and created two unique booth activations that inspired brides to envision Weight Watchers in their everyday life leading up to their wedding.

  • Educated attendees about the flexibility Weight Watchers offers for every body type and lifestyle

  • Provided on-site advice and testimonials from Weight Watchers brand evangelists

  • Engaged attendees by distributing delicious food that was unexpected for Weight Watchers

  • Promoted discount memberships and starter kits to motivate attendees to sign up on-site

  • Created a unique photo opportunity with a cauliflower wedding dress surrounded by bacon roses


  • Over 5% of booth attendees signed up for Weight Watchers on-site, exceeding the KPI

  • Increased on-site sign ups from one expo to the next by 135%

  • 286,000 social impressions in 2 days with over 2,000 attendees

 

WEIGHT WATCHERS @ HARLEM EAT UP!
CASE STUDY

 

OBJECTIVE

 

EXECUTION

 
 
 
 

IMPACT

 

Weight Watchers (WW) tasked The Syndicate with creating and executing an authentic, immersive experience at Harlem EatUp! – Harlem’s biggest annual food festival, where local cuisine, art and culture converge. In partnership with renown celebrity chef Marcus Samuelsson, The Syndicate and Weight Watchers developed a creative and relevant way to bring the brand to life across the two-day festival.


The Syndicate developed and constructed a Harlem Block Party-themed space inside the heart of the festival grounds, featuring the following elements:

  • Stylized and branded backdrop walls, depicting brownstones on an iconic Harlem street

  • Custom-made “Harlem Style” neon sign

  • Exclusive, WW-friendly, Marcus Samuelsson-inspired BBQ dishes, served by a professional catering staff

  • Distribution of exclusive WW-branded giveaways to all guests

  • Playful atmosphere featuring a custom-built ‘corn on the cob’ swing set

  • Hand-drawn chalkboards featuring each day’s catering menu

  • 2 WW brand ambassadors on-site each day, engaging in one-on-one conversations with attendees


  • Several thousand attendees visited the WW tent across two days

  • 2x exclusive culinary demonstrations by chef Marcus Sameulsson, featuring WW-friendly recipes cooked on the Main Stage

  • High-profile, targeted advertising across festival’s print, digital, email, and social platforms

 

eeeeeatscon - the infatuation
CASE STUDY

 

OBJECTIVE

The Infatuation partnered with The Syndicate to organize and implement a thorough out-of-home marketing campaign for food festival EEEEEATSCON, coming to New York for the first time in October 2018.


EXECUTION

The Syndicate successfully created a full-scale grassroots marketing plan for The Infatuation, assisting in the sell out of the event.

  • Sourced out-of-home media availabilities across New York City for the campaign

  • Negotiated contracts and budgets with vendor partners for optimal exposure throughout campaign lifetime

  • Activated a team of foodies as street marketing representatives to target key areas in New York City to:

    • Distribute promotional materials to like-minded attendees at related food festivals

    • Vocally promote The Infatuation and the upcoming event

    • Increase awareness for the brand and grow their fan base within NYC

  • Facilitated production of out-of-home media and grassroots marketing promotional materials


IMPACT

  • 197,000+ impressions from Grand St. + Lafayette St. billboard

  • 34,000+ marketing materials distributed across 70 retail/lifestyle locations and 12 events

  • 40 wildpostings installed within Manhattan

  • 25+ marketing representatives activated as brand ambassadors for grassroots promotions

  • Tickets sold out days in advance of the event

hbo’s THE ZEN dIARIES OF GARRY SHANDLING
CASE STUDY

 

OBJECTIVE

 

EXECUTION

 
 

IMPACT

 

To promote the 2 night documentary series The Zen Diaries of Garry Shandling, HBO tasked The Syndicate to promote the Judd Apatow-produced show directly to fans in comedy clubs in the greater Los Angeles market.


The Syndicate leveraged its relationship with 3 Improv comedy clubs in the greater Los Angeles area for the campaign:

  • Participating comedy clubs located in Hollywood, Brea, and Irvine.

  • Branded club materials included table tents, coasters, and promotional video reels contained tune-in information.

  • 1 week blitz in major market to drive tune-in for two night airing of documentary.

  • Campaign extended by an extra week to run the trailer in all 3 comedy clubs for an extra week.


  • Over 35,000 impressions made to attendees in 3 comedy clubs.

  • 7,500 branded coasters placed in venues and used by club attendees.

  • Promotional materials placed on nearly 400 tables in comedy clubs during campaign.

  • One of the most-buzzed about documentaries of the year with a 100% audience score and 92% critic score on Rotten Tomatoes.

 

House of Creatives Music Festival 2016
CASE STUDY

 

OBJECTIVE

Mishu Music was looking for experts in music marketing to create brand awareness for their first ever music festival in Miami. They looked to The Syndicate to help build a music festival platform from the ground up and promote the festival to local influencers, tastemakers and music fans. 


EXECUTION

Developed and executed a strategic full-scale marketing program, including social media, digital and on-the-ground tactics:

  • Established a social and digital strategy from pre-announcement to festival date

  • Created and executed a 2-month long media plan with key outlets, targeted the Southeast region

  • Targeted 18-55 year olds, with a focus on 18-34 through social media advertising, with multiple target groups

  • Leveraged radio relationships to secure 244 spots across 5 stations (commercial, non-commercial and college) including on-air contesting

  • On-the-ground efforts included a 4-week large format OOH campaign with wild postings throughout Miami and a 3-week lifestyle street marketing campaign across 5 Florida markets

  • Activated street marketing representatives as HoC brand ambassadors to vocally promote the brand and distribute promotional materials within 5 Florida markets

  • Identified 10 like-minded shows to distribute and vocally promote HoC Fest with our brand ambassadors


IMPACT

  • 17.5MM impressions across social, digital and on the ground advertising in just 8 weeks

  • Over 1.1MM fans reached via social media advertising over 92 ad campaigns

  • 21,000 materials distributed in street marketing efforts

  • Exceeded attendance expectations for their first ever Miami festival

HOUSE OF CREATIVES music festival 2017
CASE STUDY

hoc.jpg
 

OBJECTIVE

EXECUTION

House of Creatives Music Festival tasked The Syndicate for a second year to grow their digital footprint, further develop their core audience and increase festival familiarity from 2016 to 2017.


  • Built and executed a full-scale marketing campaign that highly engaged the 18-34 demographic.

  • Launched an extensive social advertising campaign

  • Created a series of diverse ad campaigns, appealing to multiple types of fans

  • Used Facebook’s various ad offerings

  • Highly targeted impressions and engagements in the Miami area

  • Leveraged The Syndicate’s relationships to create a sizable media package including: Genius, Consequence of Sound, Bandsintown, Miami New Times (print + digital), South Florida Music Mag and spots featured on local college/commercial radio stations

  • Coordinated Out-of-Home traditional media with 30+ lamppost banners across Miami in the 4 weeks leading up to the festival

  • Activated street marketing representatives to distribute promotional materials

  • Handed out postcards and sunscreen packets at 12 like-minded music events

  • Created displays at 100+ retail and lifestyle locations in 3 key Florida cities

  • Doubled the festival attendance from 2016 to 2017


IMPACT

  • 5.6 Million total impressions across all marketing efforts

  • 100K radio impressions within local markets

  • 22K branded promotional materials distributed throughout grassroots marketing campaigns

IFC Fairgrounds @ SXSW
case study

 

OBJECTIVE

IFC approached The Syndicate to develop a strategy to create awareness for their IFC Fairgrounds event, held at SXSW 2015 in Austin, TX.


EXECUTION

Utilize strategic publicity and online marketing with support of national media outlets plus an aggressive experiential marketing campaign to drive attendance to the event.


IMPACT

  • Received a total of 53,051 online event RSVP’s.

  • A total of 15,000 people in attendance.

  • Featured in national press, including: SPIN, AV Club, The Atlantic, NPR Music, Brooklyn Vegan, Idolator and BlackBook.

MUSIC TASTES GOOD 2017
CASE STUDY

 

OBJECTIVE

Music Tastes Good looked to The Syndicate to build a digital marketing strategy, developing the festival’s target audience, voice, and persona, while executing a digital marketing campaign to increase the festival’s social media footprint and general festival awareness.


EXECUTION

Created and executed a unique social media and digital advertising strategy that drove impressions and increased engagement for the festival.

  • Aided in establishing a social footprint across Facebook, Instagram and Spotify

    • Engaged 30 target audiences within key markets and interests

    • Defined the voice and POV for cross-platform advertisements

    • Deployed a remarketing campaign to re-engage potential attendees who showed initial interest

  • Leveraged The Syndicate’s relationship with media outlet The Infatuation to create and facilitate an extensive digital media package

  • Managed on-site social strategy, created captivating content and extended the festival’s cross-platform footprint


IMPACT

  • 3.70 Million total impressions across social and digital advertising

  • 2.53 Million unique fans reached from the Long Beach, Los Angeles and San Diego area

  • 135,000+ interactions across social platforms

  • 10k+ engagements across Facebook, Twitter, Instagram during festival weekend

music tastes good 2018
CASE STUDY

 

OBJECTIVE

Music Tastes Good tasked The Syndicate for a second year to build on its strong digital identity and social media footprint by developing its core audience base while amplifying awareness through a full-scale digital marketing campaign and comprehensive street marketing initiatives.


EXECUTION

Built and executed a full-scale digital marketing campaign that highly engaged the 18034 demographic.

  • Developed and launched an extensive social advertising campaign.

  • Created a variety of ad campaigns that appealed to a myriad of fans across various platforms.

  • Drove engagement and reach by utilizing Facebook and Instagram’s various ad offerings.

  • Leveraged The Syndicate’s relationships to create a sizable media package, including Genius, DoLa, DoSD, Bandsintown, Spotify, and the Los Angeles Times.

  • Coordinated Out-of-Home traditional media with 5 digital and 4 static ad kiosks across 4 Southern Californian Universities.

  • Activated street marketing representatives to distribute promotional materials.

  • Created displays at 100+ retail and lifestyle locations across four college campuses.


IMPACT

  • Almost 16 million impressions across the 7 month campaign, with over half a million expressions across all platforms.

  • 2.1x Return on Advertising Spend on Facebook, with over 4x Return on Ad Spend overall.

  • Over 61k on-site social engagements with almost 1k views on most watched Instagram of the weekend.

JIM GAFFIGAN - CINCO
CASE STUDY

 

OBJECTIVE

Comedy Dynamics tasked The Syndicate to promote the release of and encourage downloads of Jim Gaffigan’s newest album Cinco.


EXECUTION

Developed and executed a cross-platform, integrated marketing campaign, activating in key locations to target key comedy influencers and fans.

  • Coordinated a two-fold outdoor advertising campaign:

    • 20+ locations of wildpostings in Los Angeles, Chicago and New York City

    • 2 billboards in Los Angeles and 1 in New York City

  • Deployed an extensive grassroots marketing campaign at like-minded events across 9 major comedy markets

  • Marketing representatives distributed Cinco-branded download cards at comedy events in NY, CA, IL, PA. NJ, MN, AZ, MI and DC

  • Leveraged relationships with podcast personalities to secure air checks on5 comedic shows: Tom Arnold, The Podfathers, My Two Cents with Bill Engvall, Jay Mohr Stories and The Adam & Drew Show

  • Launched a digital advertising campaign across The Laugh Network and Fusion Media Group sites (AV Club, The Onion, Clickhole and Jezebel)


IMPACT

  • 1.2 Million impressions served across Fusion Media Group sites

  • 263,409+ weekly impressions served in New York City

  • 25,000+ impressions served across The Laugh Network sites

  • 7,500 branded download cards distributed across 10+ related comedy events

LUPE FIASCO - dROGAS wAVE
CASE STUDY

 

OBJECTIVE

 

EXECUTION

 
 
 
 

IMPACT

 

Thirty Tigers tasked The Syndicate with creating and executing a full-scale integrated marketing campaign for the upcoming release of Lupe Fiasco’s highly anticipated seventh studio album, Drogas Wave.


Created and executed a cross-platform marketing campaign that combined grassroots efforts and out-of-home media to maximize awareness for Lupe Fiasco and Drogas Wave across ten markets.

  • Coordinated a two-fold outdoor advertising campaign:

    • 70+ locations of wildpostings across Los Angeles, Chicago, New York City, Dallas, Washington D.C./Baltimore and Atlanta

    • 50 chalk stencils installed in Chicago surrounding album release date

  • Deployed an extensive grassroots marketing campaign at retail/lifestyle stores in 4 markets

    • Marketing representatives distributed Drogas Wave-branded promotional materials in Dallas, Detroit, Houston and Orlando

    • Facilitated the production and fulfillment of all grassroots marketing materials


  • 4,000+ marketing materials distributed over 2-week grassroots campaigns

  • 110+ retail/lifestyle locations targeted over 4 markets

  • 70 wildpostings displayed across 6 markets

  • 50 chalk stencils installed in Chicago, IL

 

Panic! At The Disco - tour announcement
case study

 

OBJECTIVE

CAA and Live Nation Touring in conjunction with Crush Management approached The Syndicate to create a mysterious crop circle that would help announce the Panic! At The Disco Death Of A Bachelor US arena tour. It was required that the stunt be executed with one week lead time and with complete secrecy.


EXECUTION

Organized and executed a unique experiential marketing campaign to innovatively announce the tour

  • Consulted on the creation of a crop circle stylized to promote the Panic! At The Disco Death Of A Bachelor Tour

  • Sourced a large area of land to create the crop circle, a land expert to layout the design of the stylized crop circle, and a farmer to mow the area in the stylized manner

  • Provided on-site support during the creation of the crop circle


IMPACT

  • 172,000+ views on tour teaser video

  • 10,800,000+ views on “LA Devotee” video featuring the crop circle

  • Over 35,000 likes on Panic! At The Disco’s Facebook teaser share

SEX&DRUGS&ROCK&ROLL
CASE STUDY

 

OBJECTIVE

The Syndicate was hired to raise awareness for the new FX comedy 'SEX&DRUGS&ROCK&ROLL', a new comedy series from Denis Leary and his creative team behind 'Rescue Me' and 'Maron'.


EXECUTION

  • Target both comedy and rock fans in the key male demographic of ages 18-49 for the premiere episode.

  • For a two week period across both BBN and TLN verticals we deployed a media campaign that included standard and rich media.

  • Included 6 Live reads on The Laugh Button, Metal Injection, and Metal Sucks Podcasts.

  • Deployed site skins on 4 top BBN (Metal Sucks, Metal Injection, Metal Insider, and The PRP) and TLN publishers (The Laugh Button, The Comic’s Comic, and Laughspin.)

  • Delivered messaging in both The Laugh Button and Metal Insider email newsletters

  • Roadblocked banner ads with sponsored posts delivery


IMPACT

  • Delivered 3 million banner ad impressions total. With 500,000 delivered on Blastbeat Network’s 11 publishers and 1.5 million delivered on The Laugh Network’s 19 publishers/affiliates.

  • Premiere episode set ratings record for FX Networks

  • Biggest Live + 3 days ratings in FX Network’s history

  • 867,000 viewers tuned in live watch the premiere episode

  • Live + 3 days jump 57% bringing total to 1.36 million viewers

  • 710,000 viewers in the 18-49 demographic

  • Show renewed for Season 2

SHOWTIME’S I’M DYING UP HERE
CASE STUDY

 

OBJECTIVE

 

EXECUTION

 
 
 

IMPACT

 

To raise awareness for their new show I’m Dying Up Here, executive-produced by Jim Carrey. SHOWTIME asked The Syndicate to coordinate show samplings at comedy clubs in 3 markets. The Syndicate was also tasked with coordinating screenings of the pilot episode at 2 comedy festivals and organize an exclusive pilot screening party for network partners, Hulu.


The Syndicate successfully promoted the launch of I’m Dying Up Here for Showtime:

  • Leveraged its relationship with 3 comedy clubs – Gotham Comedy Club in New York, the Improv Chicago, and the Improv in Los Angeles.

  • Facilitated branded promotional materials for in-club promotion including table tents, coasters, pens, t- shirts, and video reel trailer.

  • Utilized its contacts to organize pilot screenings at the Crapshoot Comedy Festival and the Limestone Comedy Festival and facilitated promotional materials such as posters, programs, and audio/visual needs.

  • Worked with Showtime partner Hulu and The Hollywood Improv to secure venue, catering, step & repeat, and audio/visual needs for an invite-only screening for fans.


  • Over 73,000 comedy fans attended comedy shows at the partner clubs during the 3 week sampling period

  • An estimated 350 festival goers attended screenings at comedy festivals.

  • An estimated 10,500 social reach between the two festivals.

  • 70 members of the press were invited by Hulu for the invite-only screening.

  • I’m Dying Up Here was renewed for season 2 and Showtime once again partnered with The Syndicate.

 

Showtime’s SMILF
case study

 

OBJECTIVE

Showtime tasked The Syndicate with creating an event to draw awareness to SMILF, a new comedy show. Their goal was to drive awareness of the show by creating an immersive event in New York City.


EXECUTION

The Syndicate created the “mobile meet market,” a three-sided glass truck designed to look like a single mom’s living space, staffed by “relationship advice gurus” from Reductress that gave irreverent dating advice. Brand Ambassadors distributed branded questionnaires and food items.

  • An 18’ three-sided glass truck, branded with Showtime and SMILF logos, was made up to look like a living room

  • Truck made stops at Manhattan’s Astor Place, Union Square and Brooklyn’s DUMBO sections

  • Six brand ambassadors handed out humorous multiple choice dating advice questionnaires

  • Relationship advice gurus on the truck gave irreverent advice based on how the questionnaires were filled out

  • Food items (chocolate covered bacon, Boston cream donuts) were also distributed by brand ambassadors

  • A branded photo booth took pictures on board the truck. E-mails, texts to users had tune-in info


IMPACT

  • An estimated 360,000 visual impressions were made throughout course of 10-hour day

  • 2,000 relationship advice questionnaires distributed

  • 1,100 donuts and 900 chocolate-dipped bacon were distributed

  • 125 photos taken in photo booth on board truck

Street Fight Summit
CASE STUDY

 

OBJECTIVE

For seven years running, The Syndicate has been the exclusive producers of Street Fight Summit, a curated tech conference, which explores emerging trends in the hyper-local marketing space. As an extension of the Street Fight executive team, The Syndicate has produced over ten individual conferences, from New York to LA, with each year improving over the last.


EXECUTION

Through years of experience and intimate knowledge of the Street Fight brand, The Syndicate has produced a seamless series of events, each time learning from the last, and evolving with the brand. While no year is ever exactly the same, a few notable highlights include:

  • Researching and sourcing new and exciting venues, both in LA and New York

  • Developing and producing branded signage and collateral to feature at each event, including tote bags, window clings, and stage banners

  • Overseeing the “Local Visionary Awards” presentation, where each winner receives a customized “fighter’s belt”

  • Managing every aspect of the event, including budgets, sponsors, AV, catering, staffing, registration, branding, and speaker/stage management


IMPACT

  • 7+ years of The Syndicate being the exclusive producer of Street Fight Summit – New York

  • 350+ attendees attend each event, including CEOs, CMOs, and founders

  • 42+ speakers present dynamic and cutting edge content

THE MUSIC OF JOHN LEWIS
CASE STUDY

 

OBJECTIVE

Jazz at Lincoln Center approached The Syndicate to promote the new release, The Music of John Lewis, from the Jazz at Lincoln Center Orchestra with Wynton Marsalis featuring Jon Batiste.


EXECUTION

Created and implemented a street marketing campaign across four music festivals, while facilitating a unique outdoor advertising campaign. The goal was to increase awareness and buzz around the new release, while engaging fans of jazz music across four markets.

  • Deployed a 12-day grassroots campaign during 4 music and culture festivals:

    • South by Southwest, Austin, TX

    • New Orleans Jazz & Heritage Festival, New Orleans, LA

    • Newport Jazz Festival, Newport, RI

    • Atlanta Jazz Festival, Atlanta, GA

  • Coordinated a two-fold outdoor advertising campaign that included:

    • 10 digital baggage claim screens within New Orleans’ Louis Armstrong Airport

    • 5 wrapped Pedi cabs around New Orleans during Jazzfest

  • Initiated a street marketing team comprised of jazz enthusiasts to distribute postcards, hang posters and vocally promote The Music of John Lewis


IMPACT

  • 905,736 impressions at the Louis Armstrong New Orleans International Airport

  • 525,000 impressions from branded Pedi cabs around New Orleans over three weeks

  • 30,000 4” x 6” postcards distributed across 4 festivals

  • 800 11” x 17” posters displayed in 4 markets throughout the campaign

  • 20+ street marketing representatives engaged, educated and influenced consumers in major jazz markets

The LAUGH BUTTON LIVE! @ Book Con 2015
CASE STUDY

Judah Friedlander at The Laugh Button Live!, Book Con 2015 Photo: Matt Kleinschimdt

Judah Friedlander at The Laugh Button Live!, Book Con 2015
Photo: Matt Kleinschimdt

 

OBJECTIVE

ReedPOP reached out to The Laugh Button to curate the first ever BookCon comedy event.


EXECUTION

With an intimate knowledge of the comedy world along with The Syndicate's involvement with the publishing world, we created a line-up of notable comedians who are also published authors.


IMPACT

The first ever Laugh Button Live! presented by BookCon was a success. 
Featured talent included:

  • Sara Benincasa (host)

  • Judah Friedlander

  • Robert Kelly

  • John Leguizamo

  • Lizz Winstead

The laugh button Live! @ SXSW
CASE STUDY

Bill Burr at The Laugh Button Live! presented by Gotham Comedy Club, SXSW 2015  Photo: Kristin Hillery

Bill Burr at The Laugh Button Live! presented by Gotham Comedy Club, SXSW 2015

Photo: Kristin Hillery

 

OBJECTIVE

The Laugh Button teamed with Gotham Comedy Club for the third straight year to produce our annual stand-up comedy showcase during SXSW in Austin, TX.

EXECUTION

Held at Esther’s Follies, The Laugh Button Live! with Gotham Comedy Club and presented by Comedy Dynamics featured sets from notable comedians Bill Burr, Al Madrigal, Nate Bargatze, Sasheer Zamata, Glenn Wool and Paul Virzi.

IMPACT

The event was regarded as one of the strongest of SXSW Comedy programming and further cemented the trusted partnership between The Syndicate and SXSW. 

This show was the year's Holy Grail of comedy.” - Russ Espinoza, The Austin Chronicle

Seeso + Levity at SXSW 2016
CASE STUDY

 

OBJECTIVE

Seeso + Levity Entertainment Group (LEG)’s sought to elevate their first-time SXSW activation by partnering with The Laugh Button to produce a night of comedy in downtown Austin as part of official SXSW programming. The Syndicate + The Laugh Button celebrated Seeso and LEG with a night of comedy at Esther Follies featuring Iliza ShlesingerOwen Benjamin and more, making both brands credible players in the comedy space.

EXECUTION

Engaged and educated SXSW comedy attendees on Seeso + Levity Entertainment Group, producing a night of comedy for our brand partners presented by The Laugh Button.

  • Booked talent + coordinated with venue to organize event

  • Activated a team of street marketing representatives to distribute posters in downtown Austin

  • Executed a comprehensive social media campaign, circulating compelling content before, during and after event

  • Leveraged The Laugh Button through podcast advertising, editorial and more

IMPACT

  • 80K+ Impressions via The Laugh Button social media properties

  • Blanketed streets of Austin increasing event visibility over 2-day period

  • Full capacity SXSW event with influencers + tastemakers in attendance

  • Increased awareness and improved perception of programming sponsors

 

The Laugh Button presents: inaugural Vans Warped Comedy Tent
CASE STUDY

 

OBJECTIVE

The Laugh Button was the official presenter of the first ever Warped Comedy Tent for the 2015 Vans Warped Tour. The now twenty-plus year old festival took its first foray into the comedy space and , The Syndicate helped create a stand-out experience in an unexplored environment.

EXECUTION

  • SynnerNation Reps distributed TLB branded hand fans, temporary tattoos, and posters

  • Created dedicated landing page on The Laugh Button website

  • Captured content including exclusive interviews, videos, and socials

  • Supported the comedy tent with display banner ads across The Laugh Network

  • Supported the comedy tent with e-mail newsletter inclusions

  • Created branded content to be shared on the Vans Warped Tour website

  • Arranged talent interviews with media outlets

IMPACT

The Laugh Button was there every step of the way across 41 dates through the U.S. and Canada. From a dedicated street team at each stop on the tour to a media package that spanned across The Laugh Network

British Music Embassy @ SXSW
CASE STUDY

 

OBJECTIVE

As part of a 3+ year partnership, British Music Embassy tasked The Syndicate to promote their 2017 South by Southwest showcases and increase brand & artist awareness on the ground in Austin, Texas. 


EXECUTION

The Syndicate organized and executed a multi-day grassroots marketing campaign, activating key trendsetters and festival-goers to increase attendance at British Music Embassy SXSW showcases.

  • Marketing representatives targeted SXSW registrants and other music industry professionals in key areas of Austin over 5 days of SXSW.

  • Promoted British Music Embassy showcases and performing artists

  • Distributed branded showcase booklets that included showcase locations, schedules and artist biographies

  • Blanketed Austin with poster displays around the Convention Center and surrounding streets

  • Engaged and excited music enthusiasts and influencers at the festival


IMPACT

  • 4,000 branded booklets distributed throughout the campaign

  • 1,000 posters hung around Austin

  • 10+ street marketing representatives promoted British Music Embassy over 5 days of SXSW

coldplay - kaleidoscope
CASE STUDY

 

OBJECTIVE

Atlantic Records tasked The Syndicate to develop and execute an on-the-ground marketing initiative at festivals across the country. The goal was to create awareness for the release of the Kaleidoscope EP among like-minded fans.


EXECUTION

Developed a street marketing campaign from ideation to execution at three major music festivals in the U.S. The campaign expanded Coldplay’s current fan base while creating buzz around the new Kaleidoscope EP.

  • Deployed a 12-day campaign during 3 music and arts festivals

    • Bumbershoot, Seattle, WA

    • Lollapalooza, Chicago, IL

    • Outside Lands, San Francisco, CA

  • Activated 50+ Coldplay fans as street marketing representatives to vocally promote the Kaleidoscope EP

  • Distributed branded kaleidoscopes and sticker sheets to festival attendees in support of the release


IMPACT

  • 925K+ festival attendees reached

  • 16,000 branded sticker sheets distributed

  • 4,000 promotional kaleidoscopes distributed

  • Kaleidoscope EP reached #2 on the Billboard Top Digital Charts in summer 2017

Comedy Central @ New York Comedy Fest
CASE STUDY

 

OBJECTIVE

Comedy Central approached The Syndicate to help raise awareness + increase attendance for their
New York Comedy Festival showcase at King’s Theater featuring Hannibal Buress, Jeff Ross and more


EXECUTION

Developed and implemented a creative street marketing campaign, activating key trendsetters and influencers through grassroots marketing initiatives.

  • Deployed two week market coverage wildpostings campaign, targeting 34 locations with 300+ posters in NYC and Williamsburg

  • Activated street marketing representatives to vocally promote and distribute promotional materials at four competitive events

  • Launched three week retail and lifestyle focused grassroots marketing campaign, hanging posters and creating displays around NYC and Brooklyn


IMPACT

Engaged, educated and influenced comedy fans + potential NYCF attendees about “Comedy Central Live”

  • Promotional materials distributed at 120+ retail and lifestyle focused locations

  • Campaign led to 3,000+ attendees for a sold-out performance at Kings Theater during NYCF

  • Event press coverage from the New York Times, Time Out and Variety

greta van fleet @ COACHELLA
CASE STUDY

 

OBJECTIVE

Republic Records tasked The Syndicate to execute a creative grassroots marketing activation to increase exposure for the band Greta Van Fleet around the 2018 Coachella Music and Arts Festival in Indio, California.


EXECUTION

Developed a strategic on-the-ground marketing campaign to promote Greta Van Fleet, the album From The Fires and the band’s Coachella set.

  • Activated a team of Greta Van Fleet enthusiasts as street marketing representatives to target key areas surrounding the music festival grounds to:

    • Distribute promotional bandanas and stickers to festival attendees

    • Encourage fans to wear the unique branded items into the festival 

    • Vocally promote Greta Van Fleet and their album From The Fires

    • Urge festival goers to attend the Coachella set and follow the band on social media platforms

    • Increase awareness for the band and grow their fan base at Coachella


IMPACT

  • 198K+ attendees exposed to the guerrilla marketing campaign

  • 10,000 attendees engaged as Greta Van Fleet fans during the promotion

  • 8,000 promotional stickers distributed to festival attendees

  • 2,000 Greta Van Fleet-branded bandanas dispersed throughout festival campgrounds

Herr's Sampling Campaign
case study

 

OBJECTIVE

Herr’s approached The Syndicate to help increase brand affinity + raiseawareness for their new products, including Herr's Pub Style Thins Sourdough Pretzels and Herr's Old Bay Potato Chips. Herr’s aimed to incorporate a unique marketing campaign with their seasonal aerial advertising to reach families within their primary sales region.


EXECUTION

  • Developed and executed a product sampling campaign, activating key trendsetters and influencers through grassroots marketing initiatives.

  • Identified 11 family-oriented beaches in New Jersey, Delaware and Maryland as targets for the product sampling campaign

  • Deployed seven-week product sampling campaign across the East Coast,targeting 6 markets per weekend

  • Activated street marketing representatives as Herr’s brand ambassadors tovocally promote the brand and distribute product samples along beaches and boardwalks

  • Engaged and educated existing fans of the brand about the new products, while expanding the audience of Herr’s to other consumers across the EastCoast


IMPACT

  • 30 total markets reached over 7 weeks

  • 45,000 bags of product distributed

  • 135,000 mouths fed as a result of the sampling campaign

  • 1,755,000 individual chips/pretzels distributed

  • 450,000+ impressions for Herr’s

Invest Northern Ireland @ SXSW
CASE STUDY

 

OBJECTIVE

Business development agency Invest Northern Ireland commissioned The Syndicate to create awareness for their South by Southwest events by promoting the upcoming programming throughout Austin, Texas during the festival.


EXECUTION

Created and executed a multi-day grassroots marketing campaign, with the goal of engaging SXSW attendees and industry professionals to attend Invest Northern Ireland events.

  • Over three days of SXSW, marketing representatives were directed to:

    • Distribute branded postcards to SXSW Interactive festival attendees

    • Wear branded backpack banners to engage the public and draw attention to promotional materials

    • Create intriguing poster displays around the streets Austin and within the Austin Convention Center

    • Engage patrons by vocally promoting Invest Northern Ireland and the SXSW events


IMPACT

  • 7,500 branded postcards distributed throughout the campaign

  • 750 branded posters hung in high traffic locations in Austin, Texas

  • Activated a team of 25+ Marketing representatives as brand ambassadors

 

JACK REACHER: NIGHT SCHOOL
CASE STUDY

 

OBJECTIVE

Penguin Random House engaged The Syndicate to create awareness for new novel Jack Reacher: Night School the day after its release. In collaboration with Brooklyn Roasting Company, Penguin Random House and The Syndicate aimed to create a buzz-worthy stunt around Election Day 2016.


EXECUTION

The Syndicate Partnered with Penguin Random House and Brooklyn Roasting Company to execute a grassroots marketing stunt in New York City on November 8, 2016.

  • Identified three high-traffic polling stations as targets for the grassroots marketing campaign

  • Activated street marketing representatives as Night School brand ambassadors to vocally promote the release by distributing free cups of Brooklyn Roasting Company coffee

  • Engaged and educated fans of the Jack Reacher series about the release, while expanding the audience to others in the area


IMPACT

Thousands of voters engaged with the campaign

  • Over 1,500 cups of coffee poured over the course of the campaign

  • 3 polling stations in New York City targeted

  • Standout participants included author Lee Child and comedian Amy Schumer

LIVE.ME - NYC SUBWAY
CASE STUDY

 

OBJECTIVE

NUE Agency partnered with The Syndicate to produce and promote an interactive New York City subway marketing campaign for the application Live.Me.


EXECUTION

Organized and executed a two-part grassroots marketing initiative, activating marketing representatives as brand ambassadors to increase awareness for the Live.Me application. 

  • Increased downloads for the app on-site, by vocally promoting the Subway Beats competition and urging subway goers to interact with the app

  • Engaged with and encouraged subway-goers to enjoy and interact with the performances

  • Filmed live stream performances and conducted artist interviews

  • Vocally promoted the activation on New York City streets and in subway stations to drive traffic to the pop-up events

  • Collected sign-ups for Live.Me email list by entering attendees into ticket giveaways


IMPACT

  • 750+ subway goers attended the Grand Finale event in Grand Central

  • 150+ live busker style performances produced and recorded across 5 subway stations in New York City

  • Activated 90+ marketing representatives as brand ambassadors across the campaign

LSD @ THE MTV VMAS
CASE STUDY

 

OBJECTIVE

 

EXECUTION

 
 
 

IMPACT

 

Columbia Records partnered with The Syndicate to organize a unique street marketing campaign for LSD (Labrinth, Sia, Diplo) at the 2018 MTV VMAs in New York City.


The Syndicate successfully planned and executed an experiential marketing campaign at the VMAs and in the surrounding area.

  • A team of marketing representatives was directed to:

    • Dress in LSD-branded mascot heads, made by Columbia Records

    • Distribute LSD-branded lollipops in high traffic areas outside of Radio City Music Hall and the VMAs red carpet area

    • Pose for photos with fans and encourage them to use the LSD Snapchat filter

    • Vocally promote LSD while escorting official mascots, creating a unique social moment


  • 100,000+ impressions from Snapchat content captured on the VMAs red carpet and shared on public stories page

  • 5 marketing representatives distributed 150+ LSD branded lollipops near the VMAs and Radio City Music Hall

  • Marketing representatives dressed in official costume and walked the VMAs red carpet

 

NEON GOLD X
CASE STUDY

 

OBJECTIVE

 

EXECUTION

 
 
 

IMPACT

 

Neon Gold Records tasked the Syndicate with reaching the core audiences of the artists performing at Neon Gold X by leveraging consumer behavior knowledge to target potential attendees, amplifying via social media advertising and maximizing awareness through grassroots marketing initiatives.


The Syndicate built and executed a full-scale marketing campaign that successfully engaged with Neon Gold Records’ target demographic.

  • Launched extensive social advertising campaign with primary gains seen across Facebook’s multi-faceted ad placement structure.

  • Researched and identified target audiences before leveraging ad technology to test up to 50 different creative combinations.

  • Consolidated creative assets and digital media planning before implementing the most optimized version of all ads.

  • Highly targeted impressions and engagements through Facebook.

  • Activated street marketing representatives to distribute promotion materials at 2 retail/lifestyle campaigns and 3 competitive event campaigns.

  • Talked to the community about upcoming Neon Gold X show while distributing posters and postcards at retail/lifestyle outlets.

  • Promoted Neon Gold X by distributing promotional materials at shows of like-minded artists.


  • 125k+ digital impressions in just one month

  • 33% more efficient Cost Per Click than the Facebook average

  • 12x return on investment from the best performing campaign

  • More than 50 retail/lifestyle locations targeted with posters and small materials

 

Panic! At The Disco -
Pray For The Wicked
CASE STUDY

 

OBJECTIVE

Creative Artists Agency (CAA) and AEG, in conjunction with Crush Management, approached The Syndicate to execute a buzzworthy marketing campaign for Panic! At The Disco.


EXECUTION

Organized and executed an experiential marketing campaign, centered around secretive underplay shows that created awareness for upcoming Panic! At The Disco announcements.

  • As a part of the secret underplay tour, marketing representatives were directed to:

    • Dress in nun costumes to complement the new album, Pray For The Wicked and remain in character for the duration of the campaign

    • Target the exiting crowd of each show and distribute branded postcards to hint at the next show location

    • Create excitement for Panic! At The Disco fans by posing for photos in costume


IMPACT

  • 4,800+ postcards distributed to Panic! At The Disco fans

  • 200+ social posts and shares across Instagram, Reddit, YouTube and Twitter during the promotion

  • 12 marketing representatives activated in 6 major markets

  • Media coverage from 6+ publications including Alternative Press, Upset Magazine, Rock Sound and various local publications

Penguin Random House
CASE STUDY

 

OBJECTIVE

EXECUTION

IMPACT

Penguin Random House approached The Syndicate to promote three novels including Morning Star (3rd book in the Red Rising series), Sleeping Giants, and Ashley Bell to 18-34 year olds via a guerrilla marketing campaign. We selected large-scale events, movie screenings and key market events to promote the three novels, focusing on gamers, fans of fiction movies/books, and comic book fans.


The Syndicate carefully chose nationally recognized events and key market-specific events to promote these novels to gamers, fiction novel enthusiasts and young adults in a successful nationwide campaign.


  • Over 28,000 books/flyers distributed across 7 events and screenings with 900,000 total attendees (key demo of 18-34 year olds)

  • Impacted at New York Comic Con where we distributed over 16,000 books/flyers inside and outside of Javits Center

  • Distributed books/flyers at the following events:

  • Comic Con International: San Diego

  • PAX Prime (Penny Arcade Expo)

  • Chicago Film Festival

  • Various movie screenings and local events

SEESO Grassroots marketing campaign
CASE STUDY

 

OBJECTIVE

 

EXECUTION

 
 
 

IMPACT

 

Seeso approached The Syndicate to help create brand awareness + increase subscriptions for the streaming service. Seeso aimed to reach passionate comedy fans at small-scale comedy clubs and large festivals around the country, targeting fans in the top ten comedy markets.


Organized and executed an integrated marketing campaign, activating key trendsetters and influencers through grassroots marketing initiatives.

  • Identified 10 of the strongest comedy markets around the country as targets for the grassroots marketing campaigm

  • Deployed ten-week campaign across the country, distributing promotional cards with subscription redemption codes and branded lip balms at 15 shows per week

  • Activated comedy-loving street marketing representatives as Seeso brand ambassadors to vocally promote the brand and distribute premium promotional items at comedy shows and festivals

  • Engaged and educated existing fans of the brand about the streaming service, while expanding the audience of Seeso to other comedy fans across the country


  • 10 total markets reached over 10 weeks

  • 155 comedy shows targeted

  • 15 days of comedy festivals with over 200,000 total attendees

  • 36,000 redemption cards distributed

  • 14,000 branded lip balms distributed

SEESO @ SXSW
CASE STUDY

 

OBJECTIVE

 

EXECUTION

 
 
 

IMPACT

 

Seeso approached The Syndicate to help create brand + showcase awareness at South by Southwest 2017. Seeso aimed to target comedy fans at the festival, expanding the reach beyond Esther’s Follies, where Seeso showcases would take place throughout SXSW Comedy.


Organized and executed an integrated marketing campaign, activating SXSW trendsetters and influencers through grassroots marketing initiatives.

  • Partnered with Seeso to identify and implement a strategy to cut through the clutter and maximize awareness at the largest festival of its kind

  • Deployed five-day grassroots marketing campaign, with street representatives distributing two different posters + branded scratch-off cards promoting an offline contest

  • Activated comedy-loving street marketing representatives as exclusive Seeso brand ambassadors to vocally promote the brand and the showcases

  • Coordinated and facilitated production of all assets, including branded cups, posters, scratch-off cards, pins + pin packs, and branded photo booth

  • Engaged and educated existing fans of the brand about the streaming service, while expanding the audience of Seeso to other SXSW Comedy attendees


  • 5 days of South by Southwest targeted

  • 1,600 18” x 24” posters displayed

  • 10,000 Seeso scratch-off cards distributed

  • 1,200 people used the branded photo booth

  • 1,500 branded pin packs + 500 single branded pins scattered throughout Esther’s Follies

 

THE WOMBATS @ LOLLAPALOOZA CASE STUDY

 

OBJECTIVE

 

EXECUTION

 
 
 

IMPACT

 

Kobalt + AWAL Recordings strategically partnered with The Syndicate to organize and execute an experiential grassroots marketing campaign in support of The Wombats’ set at Lollapalooza 2018.


The Syndicate successfully planned and implemented a unique, four-day marketing campaign within and around the Lollapalooza festival grounds in Chicago, IL.

  • The Wombats’ superfans were tapped as marketing representatives to:

    • Distribute branded SPF 30 sunscreen packets in high traffic areas outside of the festival grounds

    • Engage Lollapalooza attendees about the band as they were entering and exiting festival grounds

    • Vocally promote and drive traffic to The Wombats’ Thursday set by dressing in official costumes from The Wombats, creating a social moment within the festival grounds


  • 7,000 branded sunscreen packets distributed throughout the campaign

  • 10+ marketing representatives promoted The Wombats across 4 days of promotion

  • Press coverage by local publication Chicago Sun-Times

  • Marketing representatives dressed in costume were invited on stage by The Wombats to engage the crowd during the band’s set

 

Thunderpussy at SXSW
CASE STUDY

 

OBJECTIVE

Republic Records tasked The Syndicate to create a buzzworthy grassroots marketing campaign to raise awareness for the band Thunderpussy during South By Southwest 2018 in Austin, Texas.


EXECUTION

Constructed and orchestrated a multi-day street marketing campaign to generate interest for Thunderpussy and the Greatest Tits EP, and increase attendance for the band’s SXSW showcases.

  • Marketing representatives targeted SXSW attendees and industry professionals over 5 days of the festival to:

    • Distribute branded postcards in high traffic areas

    • Blanket the streets of Austin with vibrant poster displays

    • Engage music enthusiasts by vocally promoting the band and their SXSW showcases

    • Encourage the public to listen to Thunderpussy’s new release, Greatest Tits


IMPACT

  • 10,000 branded postcards distributed throughout the campaign

  • 1,000 posters hung in festival hotspots around Austin, Texas

  • 20+ marketing representatives promoted Thunderpussy over 5 days of SXSW

ALLY COALITION
CASE STUDY

 

OBJECTIVE

With The Ally Coalition celebrating the 5th Anniversary of their New York City ‘Talent Show’, the organization wanted to both expand the coverage the event received as well as shift some of the focus on the organization itself.


IMPACT

The Syndicate announced The Ally Coalition 5th Annual New York City Talent Show garnering coverage in Billboard, Pitchfork, BrooklynVegan, while earning preview coverage leading into the event in The New York Times, amongst others.

 

Members of the media were invited to attending the event, with outlets such as Variety, Pitchfork, Billboard, OUT, BrooklynVegan, plus photographers from Getty Images and Shutterstock attending, to provide images to publications across the wire.  Response to the event was tremendous, with pick up from publications in the U.S., Canada and UK, including People, ELLE, NME, MTV, Teen Vogue, DAZED, Daily Mail, SPIN, Consequence of Sound, Exclaim, amongst others.

andrew w.k.
CASE STUDY

 

OBJECTIVE

Andrew W.K. is a well-known artist in the rock pantheon but hadn’t released an album since 2007. Being a passionate guru of partying, Andrew has many other endeavors for us to highlight outside of music.


EXECUTION

In the five years leading to the March 2018 release of You’re Not Alone, The Syn PR team kept Andrew’s visibility prominent in the media, focusing on the forming of his own political party (“The Party Party”) and his 50 State, 50 date “Power of Partying” speaking tour.


IMPACT

  • Regular coverage by everyone from Pitchfork and Rolling Stone to Vice, Salon, Vulture and NPR.

  • Exclusive ‘First Listen’ at NPR Music and accolades across the music spectrum

  • Broadcast appearances on CONAN, ‘Sean In The Wild’, ‘Windy City Live’ and more.

  • Once in album cycle, Andrew W.K. had one of the most anticipated releases of the quarter with an exclusive ‘First Listen’ at NPR Music and accolades across the music spectrum along with broadcast appearances on CONAN, ‘Sean In The Wild’, ‘Windy City Live’ and more.

  • Andrew’s presence continues to dominate as he embarks on a U.S. tour behind the release with upcoming coverage confirmed in major national media such as Chicago Tribune, Village Voice, NY Times and KEXP, to name a few.

caroline says
CASE STUDY

 

OBJECTIVE

Western Vinyl hired The Syndicate in 2017 to introduce Caroline Says with a re-issue of her original cassette only debut album, 50,000,000 Elvis Fans Can’t Be Wrong continuing in 2018 with her follow up album, No Fool Like An Old Fool


EXECUTION

The re-issue of 50,000,000 Elvis Fans was originally intended to be a quick, two-month campaign, but the album was met with a tremendous initial response, garnering a ‘Tracks’ review on Pitchfork for the single, “Winter Is Cold” in July 2017, which eventually was picked up by XPN’s ‘World Café’ and played on NPR Music’s ‘All Songs Considered’ podcast in October 2017.

  • The Syndicate was instrumental in helping to organize Caroline Says’ first ever nationwide tour.


IMPACT

  • Exposure via national and taste-maker publications from Gorilla vs. Bear, NPR, Pitchfork, RollingStone.com and Stereogum

  • Live sessions on Austin360, KUTX and Daytrotter

  • First ever U.S. tour

  • Cover of Austin Chronicle

caitlin canty
CASE STUDY

 
 

OBJECTIVE

The Syndicate was tasked with promoting unsigned, emerging artist Caitlin Canty and her albums Reckless Skyline and Motel Bouquet, over a three year period from 2015 through 2018.


EXECUTION

We wanted to differentiate Caitlin as a singer-songwriter and debuted her initial track and announced Reckless Skyline at hipster outlet Wondering Sound. We were able to build Caitlin’s profile at female outlets such as BUST while also embracing genre specific accolades from American Songwriter and Folk Alley


IMPACT

  • Reckless Skyline went on to be critically acclaimed with The Telegraph naming it one of the ‘Best Country Albums of 2015’.

  • Lead single “Get Up” was named of the ‘Best Songs of 2015’ by NPR Music.

  • Follow up album Motel Bouquet was produced by Noam Pikelny of Punch Brothers and told the story of leaving behind the hard concrete of New York City for the green edges of Nashville.

  • Motel Bouquet too was critically acclaimed with features from Noisey, Rolling Stone, No Depression Boston Globe and countless othersCaitlin Canty now performs to the largest audiences of her career and is currently headlining the Americana Music Association’s Blueprint tour, while also fielding numerous label offers.

chicano Batman @ COACHELLA
CASE STUDY

 

OBJECTIVE

The Agency Group & Red Light Management approached The Syndicate to use Chicano Batman’s appearance at Coachella 2015 as a springboard to build the band’s profile and promote tour dates throughout the year. 


EXECUTION

We secured regional press during the dates with Alabama Shakes to build a national story and released the new single, “Black Lipstick” – which we debuted at Entertainment Weekly.

The campaign culminated with Chicano Batman signing with with ATO Records to release their next album, Freedom Is Free, and The Syndicate running the PR campaign leading to the March 2017 date and still going today.


IMPACT

  • Prominent features with NPR, LA Times, NY Times, Rolling Stone, VICE’s Noisey and more as well as COVER stories with LA Weekly and Pollstar.

  • Post release coverage included the band’s first national TV appearance on CONAN, features with The Guardian, Billboard, Chicago Tribune and NYLON, to name a few.

  • Brand promotions with Spotify, Mitu and Univision.

Iceland Airwaves
CASE STUDY 

 

OBJECTIVE

The Syndicate was tasked with executing the U.S. PR campaign for Iceland Airwaves. Our mission was to announce the lineup over three stages and secure press coverage in outlets beyond music, establishing Iceland Airwaves as THE destination festival for artist discovery for music fans and industry alike.


EXECUTION

  • The campaign took place over six months throughout 2015 and ran through the Fest (Nov 4-8).

  • Targeted the millennial demographic w/ coverage via social media personality (Instagram, Vine, Snapchat, etc) with hundreds of thousands of followers.


IMPACT

  • Coverage ranged from a five page feature in Newsweek to travel pieces in the FADER & FLOOD, to photo blogs and giveaways, in addition to general music coverage.

  • Coverage by Pitchfork, Consequence of Sound, Rolling Stone, Newsweek, The FADER, BlackBook, Under the Radar & Paste

  • Worked with Airwaves to help facilitate a press conference for Bjork addressing environmental concerns

ninja sex party - COOL PATROL
CASE STUDY

 

OBJECTIVE

Ninja Sex Party hired The Syndicate to promote the band’s album, Cool Patrol and tour.


EXECUTION

The Syn announced the release of Cool Patrol announced at The A.V. Club with the “Danny Don’t You Know” music video, starring starring longtime NSP fan Finn Wolfhard of  Stranger Things.

  • “Danny Don’t You Know” featured by Perez HiltonAlternative PressCool Hunting, Beautiful Ballad, Inside HookGroovy TracksLOUDERPop Buzz, Exclaim and more.

  • The clip became the #1 Trending video on YouTube and is currently approaching 5.5 million views.

  • NSP was interviewed for Billboard to debut the “Heart Boner” video

  • Additional campaign highlights included features with Vulture, Washington Post and a Reddit AMA


IMPACT

  • First national TV appearance on CONAN

  • Cool Patrol reached No. 2 on Billboard’s Rock Albums chart, and was #1 on Billboard's Comedy Albums chart for seven weeks.

  • Cool Patrol on list for 2019 Grammy Nomination.

Tokyo Police club - TPC
CASE STUDY

 

OBJECTIVE

Dine Alone Records hired The Syndicate to promote the band’s first new full-length album in four years, TPC + spring and fall North American tours.


EXECUTION

With the long break between full-length records, The Syn began the publicity campaign, introducing the single, “New Blues”, in April 2018 coinciding with a U.S. tour supporting Matt & Kim, encouraging posts at blogs worldwide, live coverage of performances and culminating with a Paste Studio Live performance of entirely new material.

  • For the announce of TPC the band wanted to release a double A-side single featuring “Hercules” with “DLTFWYH”.

  • The Syn secured premieres of both sides of the single with Billboard for the radio single “Hercules”, Paste for the soon to be fan-favorite “DLTFWYH”.  Followed by an ‘Origins’ feature on Consequence of Sound to premiere the video for “Simple Dude”. 

  • TPC was premiered in full, live, via CBC Music’s ‘First Play Live’, featured in Pitchfork’s Fall ‘Guide To New Albums’, NOW’s most anticipated Fall records, reviewed in Uproxx, Under The Radar, Canada.com, Exclaim and the band was featured in Billboard in October.

  • The Syn additionally arranged a first ever conversation between Tokyo Police Club frontman Dave Monks and his sister, Dilly Dally frontwoman Katie Monks, for The Talkhouse Podcast in October, in which the two premiered new music they had created late last year.


IMPACT

  • “Simple Dude” close to 1 million streams across all platforms.

  • Sold-Out Fall North American Tour.

  • Third U.S. Tour Set for March 2019.

  • Live performance on NBC San Diego’s ‘Sound Diego’ program.

Spoon - GIRLS CAN TELL
CASE STUDY

 

OBJECTIVE

The Syndicate has had a long running relationship with Spoon, dating back to the band's days on Elektra. When the band could not get a proper CMJ showcase in 1999, The Syndicate booked the band to headline our first Conflict of Interest party at CMJ.

The Syndicate's radio department was hired to promote the following album, Girls Can Tell.


EXECUTION

  • Promote the album, Girls Can Tell to College Radio

  • Play an influential role in setting up sessions at XM, KCRW, WERS, Live 105 and more


IMPACT

  • Over four months atop the CMJ Radio 200 Chart since 2001 (Girls Can Tell, Kill The Moonlight, Gimme Fiction, Ga Ga Ga Ga Ga, Transference and They Want My Soul)

  • Promoting five consecutive #1 albums on the FMQB SubModern Chart (Kill The Moonlight, Gimme Fiction, Ga Ga Ga Ga Ga, Transference and They Want My Soul)