ROLE: Concepting & Art Direction
Meteor Mobile Communications is an Irish Mobile Company subsidiary to Irish telecoms network Eir. Every year they sponsor a music festival event called 'Meteor Camden Crawl' which takes place inside Dublin.
Our agency was asked to come up with a viral idea that could help generate awareness around the event and also engage people through Social Media channels aiming primarily at Facebook.
CONCEPTING THE VIRAL STRATEGY
One thing that we noticed about the event, is that it sponsored indie bands that had a strong urban presence, meaning that they would often play music on the streets and raise money for different charities.
By keeping in line with this urban presence, we decided to run a mural competition between two graffiti artists on the street right in front the music venue itself. People could vote through Facebook by posting a picture of themselves in front the artwork of their preference. The winner would win a mobile phone from the Meteor store and the murals themselves would be sold at an auction where the money raised would be given to a homeless charity in Dublin.
PRODUCTION STAGES
In order for the activation to be successful online we needed to record every part of the making process of these murals. We came up with a few storyboards and requested a third party to help us film the event and edit it in a time lapse format. Once the video was finished it would be released on YouTube and Facebook to help promote the upcoming music event.
We then proceeded to contact the graffiti artists and give them a specific brief: "Follow Dublin's music vibes". The reason for this was because on the night of the event, people would actually follow a map to find the next artist's performance. Finally, we made sure to get event organisers that would help us talk to people and explain to them how to enter the competition.
DURING THE COMPETITION
The process of making the murals from start to finish lasted about 5 hours. During that time the artists were at work, the video was being filmed, the photographer was shooting away and the event organisers were attracting everybody who passed by on the street.
It was amazing to see people's engagement when being asked to pose in front of one of the artworks of their preference and post their picture straight into Facebook. The overall activation helped create awareness of the upcoming event and it also gave Meteor a very positive PR.
