From crisp shirts to fine denims, Parx is perfect for the fast generation. The generation that is obsessed with pop culture, especially music. To connect with the youth, Parx created an IP in 2016 and introduced a platform, Parx Anthem Hunt which garnered a lot of success. To take it to the next level, we initiated Parx Hunt 2017 which was a college band hunt conducted across India.
Creating brand awareness
Connecting with the right audience
Establishing Parx as a youthful brand for young men
Increase engagement and traction using music as a medium
The hunt started online and the selected entries were then asked to compete on-ground for the semi-finals. We connected with fans across all touchpoints in order to engage with them on-ground as well as online which resulted in a lot of organic conversations and resulted in conversions as entries on our microsite. To get more entries from students across colleges, we reached out to them via email marketing.
The execution of this campaign was carried out primarily through a microsite which would let the participants register and send their entries with an easy-to- use interface. The entries were then selected and competed for the semi-finals on-ground in various cities. The microsite we created allowed us to track the number of entries and maintain a database.
Rockstars behind the camera and our partner, Sandbox films was the sole entity in managing the entire video production for Parx Hunt. Shooting the rock event in 4 cities, capturing the true raw energy of the rock concerts, Sandbox gave us the video coverage to relive the concerts and mesmerized people with powerbomb aftermovies.
The main objective of this service was engagement. The TG being the millennial, facebook and instagram were chosen as the preferred mediums of offline event amplification. The on ground event was in-sync with the online promotion to garner engagement. Media investment was aligned as per the event's geo presence and the campaign execution was rolled out in 3 phases (Pre launch, Launch and Post Launch).
We roped in relevant influencers which helped us generate the additional push and buzz required and resulted in influencing conversations across digital platforms. We managed to trend on twitter during the zonal rounds as well as the finale.
Connecting with fans not just on social media platforms but also on a real-time basis is a great way to foster brand-customer relationship in the long run. Using the microsite for participation allowed more users to participate. Having conducted the semi-finals in 4 cities before the finale in Mumbai, we created buzz across digital platforms before the semi-finals. We connected with the audience during the events by going live through our digital platforms which created a lot of organic conversations. We tied up with Luke Kenny, the Rock On star, to host our events across all cities.