Jrock Revolution @ Rockstar Taste of ChaosCategory:
Japanese rock bands D’espairsRay, The Underneath, and MUCC were invited to perform in the Jrock Revolution showcase on the ROCKSTAR Taste of Chaos Tour 2008.
To market and promote a high-profile 33-city tour across the U.S.
Produced by Warped Tour’s founder Kevin Lyman’s production company, 4fini, this unprecedented tour featured a showcase of Japanese rock artists alongside popular Western acts such as Atreyu, As I Lay Dying, and Avenged Sevenfold. For the first time in history, Japanese rock had the opportunity to break through cultural barriers to reach mainstream audiences.
Starting with an email blast to over 300,000 recipients, we pushed traffic to a landing page that promoted the showcase and the tour, complete with extensive polls and interactive surveys that allowed us to collect data for geotargeting our offline campaign strategy. We followed our email marketing campaign with a social media blitz across all channels, assisted by an online street team that pushed ads and raised hype on forums and blogs. Our ads ran on websites that would reach our target audience and on television and radio.
Our multi-channel publicity approach encompassed newspapers, magazines, webzines, blogs, video channels, television, and radio. We set up publicity events along the tour, such as autograph signings and meet and greets to give the touring bands an opportunity to directly engage with their fans. We crossbranded a few of these events with TOKYOPOP, who created their own crossbranded microsite for ROCKSTAR Taste of Chaos, and appeared at select stops along the tour. As TOKYOPOP had a massive online and offline audience, and also exhibited at anime conventions nationwide, our partnership with them gave us exposure to hundreds of thousands of eyes that may not have been previously exposed to the tour. The bands’ own publicity efforts complemented ours; they maintained blogs as they traveled and generated further interest from their prospective audiences.
To encourage fan engagement, we deployed a street-team-heavy strategy, dovetailing our campaign for ROCKSTAR Taste of Chaos alongside our full-scale nationwide campaign to promote JSHOCK DD LLC’s debut releases for D’espairsRay and The Underneath. Tagging at the heels of ongoing aggressive street team marketing at conventions, concert venues, and local stops along the tour, our street teams directly engaged potential fans to hype the bands and the tour, and passed out marketing materials such as flyers, posters, and other promotional goodies.
As the campaign for the tour ended up skimming so closely to our JSHOCK campaign, we eventually combined the two campaigns and began to cross-market JSHOCK with ROCKSTAR Taste of Chaos and vice versa.
Our publicity efforts resulted in over 200 Jrock-specific placements across all publicity channels. Most notably, we received Jrock coverage from media outlets such as Fuse TV, MTV2, Label Network TV, and Blabbermouth. Meanwhile, our street teams distributed over 50,000 flyers nationwide, and appeared at 17 of 33 ROCKSTAR Taste of Chaos tour stops, passing out over 2,500 RTOC fliers and over 2,200 promotional bags.
Our efforts pushed tens of thousands of concert attendees to go out in droves to see the shows nationwide.