Energy drink brand Relentless celebrated its connection with rock music fans by hosting 2,600 guests for a special Biffy Clyro gig as part of its Relentless Live series. Undiscovered artistes from the drinks company’s Here To Be Heard talent competition took to the stage before the Scottish headliners played a 75-minute set.
The activation was executed by entertainment agency Vision Nine, while the creative design and content was developed by Resistance Partners.
The airline teamed up with agency Cake in October to stage a gig with Rudimental and Gorgon City onboard its 787 aircraft ‘Birthday Girl’. As the plane crossed the Atlantic, Rudimental performed renditions of their hits in the newly-designed upper-class bar and up and down the aisles, before joining Gorgon City for a DJ collaboration.
The entire gig was streamed live online, and Cake had to rigorously schedule the show to avoid wi-fi blackspots over the Atlantic.
Tennessee whisky Jack Daniel’s announced a year-long initiative to support UK independent small venues in January. Glasgow King Tut’s, the Liverpool Zanzibar and the Birmingham Rainbow are among the spaces partnering with the brand to host the best up-and-coming music talent, as well as established acts.
Jack Daniel’s will be running drinks promotions at the gigs, promoting the events on social media and recording some performances live.
Brand entertainment company Frukt created an experiential music room platform for drinks brank Tia Maria last spring. The concept was based on the idea of the ultimate girl’s night out and was curated by DJ Gemma Cairney.
The experience took place in disused high-street shops in Manchester, Nottingham, Glasgow and London. Alongside live music performances and DJ Sets, Toni & Guy and Wah Nails hosted hair and manicure stations respectively.
Shoemaker Dr Martens appointed agency Sonic to plan a five-city music tour showcasing UK bands such as Pulled Apart By Horses in June last year. The activation featured a branded #Standforsomething bus that visited Paris, Hamburg, Copenhagen, Stockholm and Amsterdam.
The bus rolled into each town with a new UK artist in support, as well as a special local guest band. Local fans were also given the chance to meet the bands at a Dr Martens store during the day.
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