HAVE A MUSIC BREAK, HAVE A KIT KAT
We have just finished producing a series of shows to support a huge campaign with Nestle to associate the Kit Kat brand with musical breaks. Ear to the Ground was responsible for sourcing all venues, managing the show and making sure the live content was up to scratch for live broadcast.
We created four shows around the country with artists performing in unusual spaces at lunchtimes. The bands featured included Haduken, Scouting for Girls, The Mystery Jets and The Hoosiers. Information was released at the last moment via fan sites maximising buzz and harnessing true fan passion. We produced a show on Carnaby Street, a gig on Brighton beach and even a hushed performance in a Manchester caf.
The unusual style of the event was backed up with a MySpace homepage takeover and live stream. This saw the live audience jump from around 1000 to 29,000 online. Overall the activity generated over 1.1million page impressions across the four shows. The bands loved playing in such an intimate spaces and getting close to their audiences. Nestle felt it was crucial to host their own shows to show their commitment to music and support their wider campaign which has seen a huge rise in visibility in the last few weeks.