greta van fleet - guerilla marketing

 

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