Iris Experience is marking its third year producing the Sony Ericsson Ibiza Rocks event with a more integrated campaign that centres on a revamped online presence.
Cameron Day, Iris Experience director of business development said: 鈥淎lthough the individual proposition is very similar, the talent has changed and been updated. There has been a large web presence this year, which has become more of a content driver that is updated with footage and information from the gigs. It forms the centrepiece.鈥
The Balearic rock event launched at Manumission on 19 June with Scottish band The View and runs until 11 September. Headline acts include the Arctic Monkeys, Kasabian and the Fratellis.Mobile technology once again formed an integral part of the on-site activity offering consumers the chance to win music tracks, handsets and VIP upgrades via their Bluetooth handsets.
鈥淚biza Rocks is a good illustration of how a brand has moved a property on. It鈥檚 a big component of Sony Ericsson鈥檚 web presence and the headline of its summer promotional activity. It鈥檚 continually evolving the sponsor experience by providing an engaging campaign designed to drive other promotional activity and create an online community,鈥 added Day. In June, Iris Experience also launched a campaign for the Heineken-owned brand Birra Moretti. The activity kicked off with the beer鈥檚 affiliation with the Glasgow Jazz Festival, where it featured as official beer.Following the festival the agency is creating a programme of jazz evenings across the UK to increase brand awareness among 25 to 49-year-old males.