Need for hype surrounding event. We took presence on their favourite nightlife and community websites, using vendors’ CRM databases we sent out viral teaser announcements which were “mock” VIP invitations, playing up the trendsetter status. This ensured our street credibility and also kept production costs at minimum. A media partnership was created with a hip local music broadcaster. We gained access to their broadcast production facilities at no additional cost, and they created live syndicated broadcasts for events. This enabled us to create our own media event content and leverage even more hype.

Burn Dance Party Events afforded a unique media experience aimed at providing product activation. A great deal of hype was created behind the brand, reflected in increasing image attributes. Special partnerships and barter relations surrounding event allowed the brand to extend coverage and increase productivity. Spontaneous media and free PR was generated with daily press online music sites! Burn is now a fully established brand.