Phish Marketing Campaign
Phish : Marketing campaign
In order to promote awareness of our custom illustration work for our passion project; Phish Series 1, Series 2 and Series 3, as well as generate sales, we intercepted our consumer audience during Phish’s annual 4-night, New Year’s concert run at Madison Square Garden.
Starting with a 7 day countdown, all animated posts featured a custom illustration pertaining to New York City, as well as particular “Phish-isms” - with each one headlining a segment of different Phish songs.
7 DAY COUNTDOWN
We kicked off the week-long countdown by featuring a NYC staple; the Empire State Building. Momentarily stepping in for Chris Kuroda , the building performed its own light show to the high energy, anticipatory “2001”.
5 Day Countdown
Day 5 pays homage to a band that Phish not only admires, but also covers from time to time - The Talking Heads. This song in particular, “Cities”, felt a natural choice, as the annual New Year’s run was happening in the city that never sleeps - New York.
3 Day Countdown
Our 3rd day lands us on December 25th. With that said, we kept it simple and let the holiday do the talking - or should we say, playing, for us. Phish performing “Little Drummer Boy” as it quietly snows over the streets of New York. Featuring a few of its most recognizable symbols - the Brooklyn Bridge, the fire hydrant, and a NYC Icon in its own right - the pigeon.
1 Day Countdown
The countdown to our last day brings us to a landmark synonymous with NYC - Central Park. Birds fly across as the screen, revealing New York patrons floating above the city to the tune of Phish’s “Free”.
6 DAY COUNTDOWN
Continuing the countdown with day 6, idolizing NYC’s prime coffee & doughnuts. While “Mr. Miner” might be a character from one of Phish’s beloved songs, Harry Hood, this particular post features their song “Steam”, a more companion for hot, steaming coffee.
4 Day Countdown
You can’t mention NYC without thinking about one of its biggest tourist attractions - Times Square. We paid homage to this particularly jam-packed area with Phish’s own jam-packed rendition of their song “Slave To The Traffic Light” - see the city, see the zoo.
2 Day Countdown
The hot dog may have been invented in Germany, but a true New Yorker tends to think of their city streets & push carts as the home of the “dirty-water dog”. We lend our 2nd-to-last day countdown to this NYC symbol - with Phish’s own tasty song, “Meatstick”.
DAY OF
The end of the countdown marks the day we’ve all been waiting for, the first night. Landing us at the one & only Madison Square Garden. Not only is the “world’s most famous arena” located in NYC, but it’s also home to where Phish perform the 4-night run, ending it all on New Year’s Eve. Their song “Tweeprise” is one that is often played as a final encore jam, particularly fitting for our final homage.
{guerilla marketing}
In addition to our Digital Campaign, volunteer marketing members wore promotional clothing as advertisement, while additionally handing out hundreds of custom-printed Slap Bracelets which contained further information on link to purchase and following capabilities. The “guerilla” style of marketing proved to be a success, with major “phan”-based contact, interest, and appreciation amassed.
