Vib.in + Allen & Gerritsen
Philly Ad Club
 Startup Contest March 6th, 2015
The Backstory:
Building the Beat
The Backstory
Electronic dance music n. [also called: EDM] 1. a range of percussive electronic music genres produced primarily for dance-based environments such as nightclubs, raves and festivals.
The Backstory
EDM is the fastest-growing
 genre of popular music today.
The Backstory
Fueling the craze?
 Hyper-social, trendsetting
 young Millennials.
The Backstory
The Backstory
As EDM culture has gone mainstream,
 so too has festival apparel.
The Backstory
So while it’s now easier than ever to fit in, event-goers must work harder than ever to stand out.
Our Start-Up Partner
The only online marketplace dedicated
 to providing unique EDM goods. A devoted community of
 crafters, artists, and music lovers
The Opportunity
Vib.in’s online marketplace connects ravers and the EDM artists
 who share their passion for craft and self-expression
Fans
Unique Sellers
Strategic Spark
We had to find the emotional bond that connects these audiences
 with the brand—and each other.
? Fans
Unique Sellers
Strategic Spark
We had to find the emotional bond that connects these audiences
 with the brand—and each other.
Self-expression
Fans
Unique Sellers
Vib.in Manifesto http://youtu.be/MRsMLv34oJo
The Campaign
Celebrate you. You’re taught to abide by society’s standards. Sit up straight, get a job, settle down. But you refuse to conform. You choose experiences over expectations. You see a black wall and spray paint it neon. You make your own rules and set your own standards. When the rest of the world settles down, you turn it up. Until the bass rattles the fucking walls. We encourage you to celebrate your uncommon path, your passionate outlook, and your unique self.
Engagement Strategy
To launch Vib.in, we need to celebrate alongside EDM fans. Not simply give them a TV campaign
 and hope for the best.
The Backstory:
The Launch:
Building the Beat
Growing the Vibe
Launch:

Vib.Influencer Kits
Launch: Vib.Influencer Kits
• Target key EDM artists and fashion influencers in NYC, Miami and Seattle —as well as select media and press • We deliver a custom package of supplies for a personal music festival: - A custom Vib.in product just for them - EDM mixtape-on-flash-drive - LED festival lights
• Each Vib.in gift is one-of-a-kind, based on each person’s social profiles • Inside each box is a letter introducing the brand and encouraging social sharing to amplify brand presence
Launch:

Vib.In Pop-Up Festival
Launch: Vib.In Pop-Up Festival
• Three major cities, each with an upcoming festival:
NYC
Miami
Seattle
• Three cryptic invites dropped on social, with instructions to bring only a smartphone and headphones—and a URL that unlocks when the time is right
Launch: Vib.In Pop-Up Festival
• In all three cities, we simultaneously release festival dancers in custom Vib.in fashion and a DJ at the helm • The twist? Each event is ‘silent’—with everyone experiencing their own vibe, on their own device • Content is captured to kickstart the #CelebrateYourVibe campaign
Launch:

#CelebrateYourVibe
Launch: #CelebrateYourVibe
• Using the Pop-Up Festivals as a launching pad, we unveil the #CelebrateYourVibe campaign in social Instagram will be used to feature Vib.in product in the real world through photography and also highlight the best fashion from the genre The Vib.in YouTube channel will feature EDM favorites and selections from upcoming festivals as well as profiles of featured Vib.in sellers Vib.in Geofilters Vib.in branded filter overlays can be automatically served to end users when they are within the geography of a festival
Launch:

Paid Media
Launch: Paid Media
• Spending media $$ smartly puts Vib.in right at the fingertips of EDM fans— from discovering new artists to getting ready for a show Spotify banners drive to both custom Vibe-inspired playlists and the website. Banners will run on SoundCloud pages that feature tracks from upcoming festivals and larger shows. Purchasing a ticket to a major EDM show means you are one step closer to needing unique fashion for the event. We’ll serve ads and site takeovers on the purchase thank you pages.
At-Festival:

Streetstyle Photography
At-Festival: Streetstyle Photography
• Every EDM festival presents a fashion runway unlike any other • Our brand photographers will capture the best, the boldest and the brightest of festival wear in action—at the biggest shows of the year The top looks will be curated and featured prominently on Vib.in’s Instagram account
At-Festival:

Photobooth
At-Festival: Photobooth
• Millennial festival-goers want to show off, especially if they’re arriving in style • A photobooth at major festivals throughout the year becomes a place to capture those best looks —to #CelebrateYourVibe • Photos will be printed at the booth for a permanent keepsake, but also texted to the user for easy sharing on social networks. This also allows for phone number data collection for future outreach.
At-Festival:

Personal Embellishers
At-Festival: Personal Embellishers
• Festival vibes starts with the style— and they always can be made bigger and better • Vib.in ambassadors come armed with all the tools to take every look, from the first-timer to the most over-the-top, to the next level
At-Festival:

Branded Swag
At-Festival: Branded Swag
• We’ll brand products and giveaways that are part of the EDM festival and club culture. This will spread awareness of the site in a way that feels authentic and respectful of the genre and its fans.
Post-Festival:

Website Experience
Post-Festival: Website Experience
• A portion of the Vib.in site is dedicated to the most popular festivals and powered by community photos from the event. • Selected #CelebrateYourVibe images populate from social via Curalate
• Unique festival looks will link to similar vendors available from Vib.in
The Launch, in Summary
Website Experience At-Festival Experience Paid Media #Celebrate YourVibe
Influencer Kits
Pop-Up Festival
Instagram YouTube Snapchat
Soundcloud Spotify Ticketfly
Streetstyle Photography Photobooth Personal Embellishers Branded Swag
Curalate
Thank you, from the A&G team.