SiriusXM LOOKOUT AT BUDWEISER STAGE
SCENARIO: With SiriusXM being Live Nation Canada’s official audio music streaming partner, we aimed to connect on a deeper level with music lovers at Budweiser Stage – one of their most popular venues in Toronto.
TASK: Introduce an experiential activation footprint, rollout an in-venue DOOH & Print campaign, and create a SiriusXM branded space as a part of an exclusive semi-private viewing deck to help bring concertgoers closer together, to their favourite artists, and to SiriusXM.
Industry: Music & Entertainment
Personal Responsibilities: Brand Management, Partnership Management, Creative Asset Production, Experiential Management, Media Trafficking, and Production Management
Partners: Live Nation and Budweiser Stage
Creative Agency: Conflict
Production Design: Zak Hannah
Construction & Installation: Route44
Additional Credits: Susan Simpson, Vanessa Neshevich, Tristan Heighington, Niall Kelly, Isabelle Donnelly, Kellan Jay, Kevin Melhuish, Sarah Young, Amelia Cai
Photography: Milos Savic
APPROACH
a space to #getcloser
Within a 16,069-capacity venue, we elevated an intimate 100-person space, engaged attendees with our larger-than-life boombox, and weaved in a digital & print out-of-home campaign that immersed concert attendees into the world of SiriusXM.
Through a variety of tactics we drove fans to our SiriusXM app to tie back to their favourite genres with our taste-picker feature, educated guests on our product offering across Music, Sports, News, Talk, Comedy, and Podcasts; paid homage to the roots of the brand with our famous dogstar mascot Stella; and introduced other easter eggs throughout the venue to keep SiriusXM top of mind when it came to a premium entertainment experience.
OUTCOME
SOMETHING TO LOOKOUT FOR
With +1,280,000 impressions per year across an 80-show-season, The SiriusXM Lookout enhances brand visibility by associating it with a premium concert experience. as we recognized a growth in favourability and conversion to consideration in comparison to previous years where we activated at Budweiser Stage. The space lent itself to direct customer engagement and content promotion; showcasing SiriusXM's exclusive offerings to a receptive audience. By demonstrating a commitment to providing top-tier entertainment experience and differentiating ourselves from competitors, SiriusXM’s perceived value improved amongst concertgoers as per our brand health studies.
