Being an innovative agency, we strive for something new every day, we aim for excellence. Our latest achievement for our campaign for Parx is a great example. Everymedia Technologies has bagged a Gold for the Best Social Media Campaign for ‘Parx Anthem Hunt’ at the Asian Customer Engagement Forum! ACEF Awards helps promote the best Brands/Organization/Agencies/Individuals for their outstanding achievements in customer engagement & brand excellence through various marketing media.

What is ‘Parx Anthem Hunt’?

Parx is a premium casual lifestyle clothing brand. Parx reflects the pulse of the new generation which looks at clothing as a reflection of their attitude and vibrancy. Hence, Parx thought of having a youth talent hunt – Parx Anthem Hunt. The Parx Anthem Hunt presented by G-Shock is a competition for all aspiring young musicians out there to create a theme song for the brand.

Entries were judged by a panel comprising of actor and musician Luke Kenny, guitarist-producer Func aka Randolph Correia [of Shaa’ir + Func fame] and Rolling Stone India Deputy Editor Nirmika Singh. Apart from the winning track being used as the official brand anthem for Parx with due credits, prizes also included an exclusive Parx gift hamper and a bumper cash prize. The winner was also styled by Parx at the anthem launch party at Hard Rock Café, Mumbai.

How did we do it?

• We announced that Parx is looking for their brand anthem so we asked our followers to send their original 40-second tune and it could be the brand anthem for Parx. The announcement was made across all social media platforms of Parx.

• For this, we also launched a microsite parxhunt.com where fans can upload their entries and get all details about the anthem hunt. There were dedicated posts promoting #ParxAnthemHunt on all social platforms.

• We also had an influencer activity to promote it more on 2nd September. #ParxAnthemHunt trended in India on 2nd September.

• To promote the contest, gigs were organized in Pune, Delhi and the grand finale took place in Mumbai which received a great response.

• For the finale, our major attraction was the presence of Luke Kenny. Luke Kenny was sharing the stage with Parvaaz at the Hard Rock Cafe at Worli on the 6th of October from 7.30 pm onwards. Major performances that day were by iconic artists of rock like Elvis, Nirvana, The Doors and many more.

• Following hashtags generated a total reach of 61.8 million altogether:

  • #ParxAnthemHunt had a reach of 13.8 million

  • #ParxAnthemHuntInPune had a reach of 9 million

  • #ParxAnthemHuntInDelhi had a reach of 15.8 million

  • #ParxAnthemHuntFinale had a reach of 23.2 million

• The contest generated total 50.1k stories across all the social properties thus creating a high engagement with the audience

This campaign was a huge success for the brand and helped it build its brand image as the young, stylish and today’s brand! We hope to create such groundbreaking campaigns for years to come.