The Netherlands features quite a few (semi-) branded content events. Most of them are merely sponsored by brands and organized by specialized organizations or broadcasters. Events completely facilitated by one brand alone, however, are quite rare. Mobile and long running events are even more so. Especially when designed for promotion of a single product. A roadshow of this magnitude is quite an undertaking and local rules and regulations can limit the amount of suitable locations.

As it turns out, the local governments are quite keen to cooperate. They help us host the holographic concert in high traffic locations, such as shopping malls. With an event and a mobile stage this size, there are logistical challenges to face, since the truck expands into the main stage, a large backstage area and a tent to shield the hologram from external light and the audience from rain and wind.

KPN addresses their local target groups with a program consisting of DM's, EDM’s and local advertising. We integrated the announcements of the holographic concerts seamlessly into this stream of communications. Shortly before the event, we called in the help of local companies and stores, providing them with posters and flyers. KPN promotes the concerts through their social media and other owned media channels. On the day of the concerts, a team of promoters handed out flyers and branded green glow sticks. And of course; word of mouth and social media chatter helps create buzz.

No KPI’s were attached to this campaign. It is meant to be a remarkable way to kick off a limited period in which people can sign up for fiberglass based products. However, during the first few concerts, (social) media attention worth over EUR 300.000,- has been generated, thanks to an explosion of coverage after the news about the tour reached Dutch media. Local press in areas we visit covers the event extensively, drawing in people in that neighborhood. As a result, word-of-mouth about fiberglass and the Tour of the Future is generated by our new ambassadors.