Pepsi Max Ramps Up Music Strategy Ahead of Festival Season with YouTuber Stunt

via The Drum

Watch: One Hour Entourage at the EDC Music Festival | Pepsi Max | Genius. #LiveForNow

The first stage of the activity kicked off this month at EDC Festival where Pepsi Max and Jones alongside celebrity stylist Alexis Knox pulled off the One Hour Entourage stunt which saw the team offer a VIP 'entourage' experience to festival goers each hour. 

The Pepsi Max Entourage team gave revellers a full VIP style transformation and access onto a private viewing platform, as well as a butler, a party girl, security, a digital manager and a photographer– who all assisted in providing whatever festival goers requested.  

Commenting on the experience, Jones said: “Giving people fun and unexpected experiences is what I love doing, so it was great to be able to put some of my skills to the test in a different, festival environment with Pepsi Max.”

The drinks brand said it is taking a "bold new approach" to festivals and music for 2015, building on current music activations including the Pepsi Max music platform 'Out of the Blue' in the US which brings fans together to experience live music. 

Speaking at the launch in February Eric Fuller, director, Pepsi marketing called music "a critical element of Pepsi's DNA," and said 'Out of the Blue' will amplify its role in music culture.

You can buy EDC 7 UP Cans and More on eBay

via Review Journal

One of our favorite bands, Sunny Day Real Estate, is named after this opportunistic notion that if someone could figure out a way to make a profit from peddling cloudless days, they would. Well, clearly, that hasn’t happened yet, but everything else seems to be for sale – and with healthy markups at that.

Witness the trio of colorful cans of 7up pictured above. We picked ‘em up this morning at Cardenas. As you’ll notice, the green container is a commemorative EDC can emblazoned with Insomniac’s owl, while the other two star a pair of EDM stars, the red one featuring elder statesman Tiesto and the yellow one depicting the emerging talent known as Martin Garrix. Cost us less than five bucks. Here in Las Vegas, these bad boys can be had at pretty much any grocery store. (By the way, nice work there, 7 UP, for being all, “We’ll see your Obey Your Verse, Sprite, and raise you a Tiesto and Garrix.” Double props for the selfie contest.) On eBay right now, meanwhile, there are a half dozen listings touting these cans, the cheapest one we found offers four cans and a 2-liter bottle for $1.25, and the most expensive so far offers three cans (including a green version of the Garrix can) for $15.95 plus shipping.

At that same supermarket here in town, where you pick up a couple commemorative cans, you can also – or you could last week, rather – snag copies of the EDC-themed editions of the Las Vegas Weekly and Seven Magazine. If you haven’t seen them, both magazines were nicely put together and had great covers and content. They were also free. Somebody is now trying to sell those for $14.99 and $1.99, respectively.

We haven’t had the time yet to go through the listings more thoroughly to see what else could be had, but we did happen to notice that a foldable, complimentary EDC map from the festival is also listed for $9.95.

We’ll keep on these and let you know if they happen to actually sell (one listing has four people “watching” the auction). In the meantime, we’ve got some dust left that we can extract from our sneakers, which contain trace amounts of the actual soil from the speedway where EDC is held if you’re interested. How’s ten bucks sound?

4 Brands Building Buzz at EDC Music Festival Has significant millennial power

Via AdWeek

EDC

Hoards of electronic music fans will descend on the Las Vegas Motor Speedway this weekend for the Electronic Daisy Carnival, and brands including 7UP and Bud Light Platinum want in on the action. The Insomniac-produced event is expected to bring in 400,000 people, and its size is akin to the Super Bowl for electronic dance music fans.

Bovitz Inc. commissioned a study on behalf of Live Nation’s data arm Live Analytics to better understand concertgoers and brands’ opportunity with this group (who are a crop with a well-known and distinct style).

The research found that the average EDC concertgoer is 28 years old, and unsurprisingly, loves social media. Eighty-eight percent of attendees said they planned to use Facebook at the event while 71 percent wanted to tweet. Other big platforms include Instagram (68 percent), Snapchat (56 percent) and Vine (55 percent).

The research also bodes well for marketers—82 percent of concertgoers in the study were interested in being involved with brands at the event or receiving free giveaways.

The music festival also has a bit of a trippy reputation, which could be appealing for brands looking to tap into that "positivity."

Take a look at how four brands are activating on-site EDC promotions:

7UP
EDC fits into 7UP’s broader #7x7UP program launched earlier this year that targets the electronic dance music community. The soda brand has partnered with seven DJs at seven festivals (which also included a launch party for musician Tiësto’s launch party earlier this year) as part of the program.

7Up will also sponsor a new Electric Daisy Curated video experience.

Bud Light Platinum
Bud Light Platinum plans to roll out a VIP lounge inside a garage on the Las Vegas Speedway as part of its “Turn Up Your Night” campaign. The space will include a photo booth, candy bracelet station and dance floor.

Motorola
The mobile manufacturer is making a big push for its Moto X smartphone with a contest where concertgoers can compete in music, stage design, art installation and costume design.

Snapchat
Earlier this week, Snapchat launched a new feature called Our Story that strings together snaps to create a big message for groups of people at the same venue, which will be used at EDC this weekend.

The mobile-social app will also provide WiFi to ensure that attendees can actually use their phones to participate.

Insomniac to Host Special Online Experience During Electric Daisy Carnival, Las Vegas 2014

via TheWallStreetJournal

 For the first time ever, Insomniac will broadcast the largest multi-day music festival in North America through a new online experience called "Electric Daisy Curated," aka "EDC Curated."

Fans who are not able to be a part of this year's sold out Electric Daisy Carnival (EDC), Las Vegas in person will be able to tune in and watch portions of the event from their location of choice, whether that is home on the couch or with friends at a gathering, as Insomniac, and partner 7UP, curate select content to share during each of the festivals three nights.

Foregoing the traditional live stream approach, Insomniac will curate, compile and stream video from multiple feeds throughout the Las Vegas Motor Speedway, from the grandstands to the stages to cameras capturing artist interviews and other behind-the-scenes action.

"For years, I've been debating whether or not we should broadcast EDC Vegas online, but after watching other events adopt live-streaming, I felt that a traditional approach wasn't for us. Sure it may capture the crowds and the artists, but our experience is about so much more than that. That's why we're getting away from the traditional live stream format and creating something completely different. With EDC Curated, we are producing a unique experience that allows those watching around the world to select and view handpicked footage that highlights different aspects of the show. In doing so, we also preserve the experience for those fans that attend in the flesh."

Powered by 7UP, Insomniac will leverage digital technology in never-before-seen ways to document the festival with over 50 cameras at eight stages, including the Wide Awake Art Car and the Discovery Project stage, which will be used to capture the action, while Insomniac selects only the most interesting aspects of the experience for the viewer.

"We are constantly looking to evolve and create unique experiences for fans, and by powering the first ever Electric Daisy Curated content, 7UP was able to accomplish just that," says Dave Falk vice president of marketing for 7UP. "This approach is unique because fans that aren't physically able to attend can choose from one of ten camera feeds that will capture power house performances from some of their favorite artists. We're thrilled that we are able to bring the sights, sounds and overall experience of Electric Daisy Carnival to the fans at home through our #7x7UP camera."

EDC Curated will have teams stationed at EDC's various stages as well as cameras placed everywhere from the grandstands and the carnival rides to inside quadcopters flying overhead, providing a special "owl's-eye view" of the expected record-breaking 400,000 revelers.

EDC Curated will be broadcast on Insomniac.com and will occur from 8:30 pm PST to 8:30 am PST on June 20, 21, and 22. Footage shared via EDC Curated will be available for one time only and will not be rebroadcast.