Author : AMCP

Adam-Ritchie-Brand-Direction2017 MarCom Awards Spotlight: Adam Ritchie Brand Direction

2017 MarCom Awards Spotlight: Adam Ritchie Brand Direction

While the winners for the 2017 MarCom Awards won’t be announced for a little bit, we’re showcasing select entries that stand out. There’s still time to enter your best marketing and communication work before the deadline. Do it now>>

MarCom Awards Organization: Adam Ritchie Brand Direction
Location: Boston, Massachusetts
Title of Entry: “T.R.I.P. Through The Multiverse”
Category: 149c. Strategic Communications – Marketing/Promotion Campaign –  Product Launch

For nearly 20 years, consumers haven’t been willing to pay for new music. They’re not going into music stores for it, and when they discover it online, it has all the excitement of dragging and dropping a gallon of milk onto their online grocery order. The physical element of new music discovery has been sucked out of the process. Something tactile and emotional is sorely missing. On the flip side, if you’re an independent music creator, you’re in a constant struggle with obscurity, with little hope for major label support.

But Adam Ritchie Brand Direction knew there’s a place music-loving consumers still go to get something they want, and they go there almost every weekend to discover something new on the shelf: the beer store.

The agency was tasked with earning exposure for a forthcoming album from The Lights Out, a band of pandimensional travelers. Each song on the album was a report back from an alternative universe.

Adam Ritchie Brand Direction approached Aeronaut Brewing Co. – a brewery founded by scientists from Cornell and MIT – and brought them onboard to brew a beer inspired by the songs and theme of the record. Aeronaut passionately approached it like a science project, developing a beer that could serve as fuel for a pandimensional traveler. Sounds and flavors were paired in a new kind of product that offered a full sensory experience. The agency used back-end technology on the band’s Twitter account, so each time the social media trigger on the label was posted by a consumer, the consumer would receive a message back, telling them what they were doing right now in a parallel universe, and a link to the album. T.R.I.P., the world’s first album release beer, was born.

T.R.I.P.-Album-Beer-Launch-Campaign

Adam Ritchie Brand direction designed a campaign spanning food, beverage, beer, culture, lifestyle, business, technology, design, science and visual arts media. It prepared a series of announcements to roll out over the course of the campaign, from live interactive events, to a National Beer Can Appreciation Day news peg.

It turned out they needed all of these touchpoints. The album was released on 11/12 – right in the middle of three holiday vacations, a contentious presidential election, fallout and protests in the wake of the inauguration and Super Bowl – possibly the nosiest, densest, most challenging launch climate in recent memory.

The campaign earned exposure for this project on MarketWatch, ADWEEK, UPROXX, Paste Magazine, Food & Wine, Men’s Journal, The A.V. Club and more – and reactively earned coverage as far away as Russia, Finland and Thailand. Reporters excitedly posted pictures to social media of the beer can albums the agency sent them. Craft beer and music fans ran to the beer shelves and posted images of themselves hoisting the beer/album in the air. The product quickly sold out.

In its “T.R.I.P. Through The Multiverse” campaign, Adam Ritchie Brand Direction invented a viable answer to a problem plaguing an industry for decades, put physical discovery back on the table for music consumers starving for a more tangible relationship with their music and used technology to solve a problem technology initially created.

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Mavibahce-Shopping-Center2017 MarCom Awards Spotlight: Mavibahce Shopping Center

2017 MarCom Awards Spotlight: Mavibahce Shopping Center

While the winners for the 2017 MarCom Awards won’t be announced for a little bit, we’re showcasing select entries that stand out. There’s still time to enter your best marketing and communication work before the deadline. Do it now>> Organization: Mavibahçe Shopping Center Location: İzmir, Turkey Title of Entry: “Feast on the Sky” Category: 321c. Other — Customer Experience Malls […]

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While the winners for the 2017 MarCom Awards won’t be announced for a little bit, we’re showcasing select entries that stand out. There’s still time to enter your best marketing and communication work before the deadline. Do it now>> Organization: Coronation Media Location: Emmitsburg, Maryland Title of Entry: “Faith Is on Everyone’s Mind” Category: 295. Informational Video Faith is seen […]

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2017 MarCom Awards Now Open!

MarCom is seeking the brightest, most radical and revolutionary creatives who are rocking the marketing and communication industry. Only those who communicate boldly and brilliantly through planning, design and writing will be honored. 2017 COMPETITION OPENS AUGUST 1 | DEADLINE SEPTEMBER 15     WHY MARCOM? The mission of the MarCom Awards is to honor […]

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f12a0bca-0580-4b97-b495-c18650ffd1abdotComm Awards Final Deadline Tomorrow!

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Prove to your clients and prospects that the work you are doing is exceptional and worthy of peer-reviewed awards. Tomorrow is the deadline to enter your web and digital work into one of the web’s premier creative competitions, the dotCOMM Awards. It just takes a few minutes to register, choose a category and upload work. […]

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dot headerdotComm Awards Opens today!

dotComm Awards Opens today!

dotComm Awards is an international competition honoring excellence in web creativity and digital communication. The competition spotlights the role of creatives in the dynamic, constantly evolving web. dotCOMM Awards offers third-party recognition from one of the most-recognized and highly-regarded evaluators of creative work in the world. Winning a dotCOMM award signifies to employers, clients, prospects and […]

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2017 Hermes Creative Awards Spotlight: Saatchi & Saatchi Wellness

Before we release a list of all the winners for the 2017 Hermes Creative Awards, we’re showcasing select entries that stand out. Keep checking back to see if your work will be highlighted. Haven’t entered yet? There’s still time (until April 15). Organization: Saatchi & Saatchi Wellness Location: NewYork, New York Title of Entry: “Meet the Spokespoon” Category: 131c. Consumer Engagement […]

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espark2017 Hermes Creative Awards Spotlight: Espark Shopping Center

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Before we release a list of all the winners for the 2017 Hermes Creative Awards, we’re showcasing select entries that stand out. Keep checking back to see if your work will be highlighted. Haven’t entered yet? There’s still time (until April 15). Organization: ECE Turkiye Proje Yonetimi A.S. Espark Shopping Center Location: Turkey Title of Entry: “Boxes Full of Happiness” […]

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worldwide-breast-cancer2017 Hermes Creative Awards Spotlight: Worldwide Breast Cancer

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Before we release a list of all the winners for the 2017 Hermes Creative Awards, we’re showcasing select entries that stand out. Keep checking back to see if your work will be highlighted. Haven’t entered yet? We’re still accepting entries. Organization: Worldwide Breast Cancer Location: Lewisville, Idaho Title of Entry: “Know Your Lemons Breast Health Education” Category: 45. Illustration/Graphic Design With all […]

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