Challenge: Create brand awareness for adult-themed TV networks at the 2009 Siren Music Festival, specifically among women
New Frontier Media is a leader in adult-themed transactional television as well as general motion picture entertainment. Delivering nine adult pay-per-view networks to satellite and cable providers across the US, the company is always looking for creative new ways to build brand awareness and expand their audience.
At the 2009 Siren Music Festival in Brooklyn, NY, New Frontier set up a booth in order to reach out to a specific target demographic: female attendees. The company needed a promotional product that would appeal to women and drive female visitors to their booth. New Frontier enlisted ePromos Promotions Specialist Mike Bloomenthal to help them find the perfect promo item to get the job done!
Solution: Custom lip gloss was given out at the New Frontier Media booth throughout the festival
Not only did New Frontier need a promotional product that appealed to female show goers, but they also needed something they could ship easily and inexpensively across the country. They were also looking for a long-lasting item that would create as much brand-building exposure as possible, even after the festival was over.
With these goals in mind, Mike sent out samples of several potential choices. Eventually, New Media decided to use custom lip gloss as their official giveaway. Over 2,000 sticks of free lip gloss were distributed during the festival, reaching a big portion of the female audience that New Frontier had specifically targeted! These items could easily fit in a bag or purse, and would last months before they had to be replaced.
Result: The giveaways drove traffic to the NFM booth and introduced the brand to 2,000 lucky female recipients
The first sign of promotional success was the increased booth traffic that New Frontier experienced. They set up booths at a large number of festivals and events each year, but the attention they got at Siren Music festival was much more than they were used to! Female attendees stopped by the booth to see what was being given away, and this gave New Frontier representatives a chance to talk a little bit about the company and introduce them to the brand. Overall the lip gloss did an excellent job of meeting the company’s needs, and they were happy to be able to achieve their original goal and reach out to female prospects.
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