Category : MarCom Awards

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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Coronation Media2017 MarCom Awards Spotlight: Coronation Media

2017 MarCom Awards Spotlight: Coronation Media

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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fox-home-entertainment2016 MarCom Awards Spotlight: Fox Home Entertainment

2016 MarCom Awards Spotlight: Fox Home Entertainment

While the winners for the 2016 MarCom Awards won’t be announced for a little bit, we’re showcasing select entries that stand out. Keep checking back to see if your work will be highlighted. Organization: Fox Home Entertainment Location: Los Angeles, CA Title of Entry: “Deadpool Gets All the Likes” Category: 224c. Social Media Campaign When Deadpool hit the […]

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Fred Hutchinson Cancer Research Center2016 MarCom Awards Spotlight: Fred Hutchinson Cancer Research Center

2016 MarCom Awards Spotlight: Fred Hutchinson Cancer Research Center

While the winners for the 2016 MarCom Awards won’t be announced for a little bit, we’re showcasing select entries that stand out. Keep checking back to see if your work will be highlighted. Organization: Fred Hutchinson Cancer Research Center Location: Seattle, WA Title of Entry: “The Sexual Aftermath of Cancer Article” Category: 281. Web Content If you want to people […]

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paul-gregory-media2016 MarCom Awards Spotlight: Paul Gregory Media

2016 MarCom Awards Spotlight: Paul Gregory Media

While the winners for the 2016 MarCom Awards won’t be announced for a little bit, we’re showcasing select entries that stand out. Keep checking back to see if your work will be highlighted. Organization: Paul Gregory Media Location: Naperville, IL Client: United Leukodystrophy Foundation Title of Entry: “ULF Brochure” Category: 93. Brochure Thousands of companies produce brochures every year with […]

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trevelino-keller-logo2016 MarCom Awards Spotlight: Trevelino/Keller

2016 MarCom Awards Spotlight: Trevelino/Keller

While the winners for the 2016 MarCom Awards won’t be announced for a little bit, we’re showcasing select entries that stand out. Keep checking back to see if your work will be highlighted. Organization: Trevelino/Keller Location: Atlanta, GA Client: Create Your Own Cupcake Title of Entry: “Create Your Cupcake Video” Category: 297. Marketing Product or Service Cupcake anyone? You […]

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fortytwo-studio-aberdeen2016 MarCom Awards Spotlight: FortyTwo Studio

2016 MarCom Awards Spotlight: FortyTwo Studio

While the winners for the 2016 MarCom Awards won’t be announced for a little bit, we’re showcasing select entries that stand out. Keep checking back to see if your work will be highlighted. Organization: FortyTwo Studio Location: Aberdeen, United Kingdom Client: Duncan and Todd Title of Entry: “Duncan and Todd – Website redesign” Category: 272. Website Redesign Many times when a […]

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UC Davis2016 MarCom Awards Spotlight: University of California, Davis

2016 MarCom Awards Spotlight: University of California, Davis

While the winners for the 2016 MarCom Awards won’t be announced for a little bit, we’re showcasing select entries that stand out. Keep checking back to see if your work will be highlighted. Organization: University of California, Davis Location: Davis, California Title of Entry: “Sexual Violence Awareness and Education Campaign” Category: 320c. Other — Integrated Marketing Campaign Sexual […]

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