(RED)Nights
Event Series & Integrated Campaign Role: CD, Modernista! Client: (RED) Link: www.joinred.com/rednights
The launch of the (RED)Nights concert series is something truly unique in the music industry: a partnership between (RED) and LiveNation that allows musicians to donate a portion of their concert proceeds directly to The Global Fund.
We created a social media campaign designed to leverage (RED)'s reach on Twitter, Facebook and MySpace into a powerful word of mouth campaign. We also build a social media aggregator that pulls user-submitted videos from YouTube, photos from Flickr, and aggregates Twitter conversation around the show. That way, if you couldn't make it to the concert, you can still experience it firsthand.
Modernista! also created the entire (RED)Nights experience: VIP badges, exclusive (RED)Room meet & greets, red guitars, t-shirts, bags, posters, buttons, wristbands, and a series of videos that play throughout the night behind the stage. Oh and we documented them all too for a series of online videos.
Branding & concert posters
Many bands, one stage.
A social media aggregation site.
Music visualizer iPhone app
Meant to be held up at concerts to show your "(RED)ness". Has a visualizer and equalizer function.
Dowload from iTunes
Concert recap videos
Concert interruptions
These videos play in between bands, each devoted to making a specific point around the concert.