Kate Spade & The Vivian Girls
When Kate Spade New York, launched her Florence Broadhurst Collection in the Spring of 2010, they aimed to reach consumers in a way they'd never forget. That's when MAS stepped in to help the clothing designer develop an integrated marketing strategy powered by a musical sound made to fit the brand's philosophy.
Crafting a Musical Identity
MAS teamed up with Kate Spade to point an edgy sound that matched the voice of the brand. They found their voice in Brooklyn girl rockers, Vivian Girls, who went on to personify the brand during a bus tour and concert series.
A Tour that Ended With a Winner
MAS sourced and booked the talent, producing a four city concert series that ended with a live set during the annual SXSW festival, where the Vivian Girls announced their next opening act — one chosen through the Battle of the Bands competition on Kate Spade's Facebook page
"Their tats looked awesome next to Kate Spade’s Stepford wife wear."
Kate Spade Facebook fan page
Turns out, a community of 500k plus fans is a fine place to hold a Battle of the Bands contest. MAS created the Facebook application that accommodated the contest, complete with live streaming of the concert, a voting platform and a fully functional e-commerce page to drive sales.
The Campaign at a Glance
In the life of the promotion, Kate Spade garnered free mention on MTV and LA Times, countless blogs, mentions in many more print publications and several thousand online media impressions. MAS engaged half a million Facebook fans with a Battle of the Bands competition. And, they gave the brand a musical identity Kate Spade customers could identify with forever.
