CASE STUDY:

Dr Martens 2011 - onwards

October 2011 will see the launch of DM's First & Forever Festival at The Barfly London.

This activity has been devised by MMS and DM's to compliment and support DM's "My First" communication plan and to celebrate DM's integral role in music over the past 5 decades.

• Big artists (who are now filling 1000+ capacity venues) e.g. British Sea Power and The Blackout will return to the Barfly to perform over 3 dedicated nights of programming.
• The venue will be specially branded for the 3 nights and each will each pay homage to one of the supporting cities - Leeds, Cardiff and Liverpool.
• There will also be a club night to close each night and several supports ensuring the nights have a festival feel.
• Artists, consumers & media will also be encouraged to share their "my first" memories and this content will be promoted on the DM site and potentially in store moving forward.
• The activity will be promoted in the 3 supporting city stores (and also London stores) with special activity including exclusive in store gigs in the weeks leading up to the festival.
• At the in store gigs attendees can win places at one of the special nights including transportation and prizes
• The wider entry mechanic encourages consumers to visit the DM site and share their "my first" memory in 20 words then they will be entered into a prize ballot system.
• The activity will be amplified via MAMA's large roster of digital assets including gig listings, email updates, directional media, white label ticketing and a media partnership with The Fly magazine who will cover the events and also the editorial team will share their "my first" memories.
• The activity will also include a special takeover of the external areas of The Barfly in a stunt – details to be revealed