MyCommunity Platform and Talent Search: Corus Entertainment

Goals: CFOX 99.3 approached Supernova to help design a contest platform for the 30th annual Fox Vancouver Seeds Talent Competition.

Tactic: Supernova created the Seeds Community, an interactive competition platform with social networking features to help build CFOX 99.3 listenership and fan engagement.

Results: 1 Million page views per month, 50,000 unique visitors & 12,000 new Fox listener club members.

Canadian National Exhibition: Attendance Drive, Artist Alignment, Facebook Campaign

Goals: Drive attendance to the CNE

Tactic: We created a talent search contest consisting of more than a dozen live events which we integrated with a Facebook campaign for online voting, and where the finalists performed a showcase concert at the CNE bandshell.  We arranged for a meet and greet on the day of the event with Tyler Armes of Down With Webster.

Results: Exfest at the CNE Bandshell drove more than 1200 attendees to the CNE, by providing a total of 462,519 impressions on Supernova.com, Twitter & Facebook.

Molson Canadian: Drive to “On Premise”

Goals: We were approached by Molson Canadian to support the Molson House Party series through several events featuring independent bands throughout Canada.

Tactic: We created a concert series of 200 events across Canada with the top regional bands performing at the Molson House Party.

Results: Supernova signed up 12,000 to the Molson Insiders Club by driving more than 300 people per night to more than 200 events and distributed 60,000 flyers. This was the highest drive of all of the Molson Insider campaigns for that year.

Playdium: Attendance Drive, Experiential

Goals: Increase traffic to each location in Vancouver, Toronto, Mississauga & Edmonton.

Tactic: We created on-site branded concert events with Gob, Finger 11, Bif Naked, Rascalz, illScarlett and dozens of independent bands who bussed in hundreds of fans.

Results: Playdium PlayMusic Fest hosted 25 annual events,  generated an additional 1500 attendees per event and was the highest attendance drive promotional campaign in the company’s history which resulted in a renewal for an additional 4 years.

Randy River: Drive to Retail

Goals: Supernova was approached to create a unique brand experience with a focus of driving consumers to retail.

Tactic: We created a talent search concert series where coupons were distributed both at the live events and online, with the winning band’s music featured in a Randy River commercial on Much Music. We also created a compilation CD that was distributed to all locations and given away free with purchase.

Results: The Randy River Final Cut campaign accrued a 20% redemption rate and received 350,000 total impressions.

Daisy Rock/Alfred Music Publishing Campaign: Attendance Drive, Experiential, Social Media

Goals: Brand awareness for the Canadian launch of a new line of guitars

Tactic: We created a branded online competition with a national social media promotion to introduce the guitar line to Canada.

Results:  Pop Goes Daisy Rock received over 1,700 online votes and over 280,000 impressions.

Goals: MuchMusic and Rogers wanted to create a PR buzz in Toronto which would specifically impact the youth target demo.

Tactics: Supernova orchestrated a unique tour with multi-platinum, Billboard Music Award winners Three Days Grace; the band rolled up ‘unannounced’ at three Toronto schools on a flatbed truck, to perform a private gig for the students while throwing MuchMusic phones off of the stage.

Results:  Word was leaked to the media and soon spread virally. More than 500 people came out to each location, which earned massive radio, TV and print publicity.

Goals: To create brand awareness with college and high schools students.

Tactic: We created a national music talent search competition which included 38 live concerts and promoted to college and in high schools students across Canada, directly to 600,000 students in schools.

Results: Over 15,000 people attended the events with 190,000 pieces of promotion materials were distributed across Canada. The winner from each region was then flown to Toronto to perform at a concert with Three Days Grace, Thornley and the Marble Index. More than 2,500 people attended the series finals.

Goals: We were approached with the task of creating a multi-tiered media campaign designed to provide branding, impressions and experiential marketing.

Tactic: We provided Rogers with title sponsorship of the Spring Music Festival, and devised a promotional campaign that included print and online media, contest opportunities tied to the festival, branded experiences and VIP areas, as well as artist-brand partnerships during the event.

Results: A VIP area for Rogers-only subscribers was used where concert goers would text in real time while at the concert to have a chance to upgrade their seat and sit up close and center of the stage as well as participate in a meet and great with the artis after the show. Street teams were dispatched to all events with more than 600 young adults having the chance to try new Rogers’ phones throughout the festival. Additional contests and prizing were included in both radio and print; and an online viral campaign utilized more than 150 web sites & urls,  resulting in several million impressions over the duration of the campaign. Rogers renewed the campaign for 3 more years.

Goals: Rogers sought Supernova’s help in targeting teens ‘on their terms’ through music.

Tactic: Our promotions team responded by creating the National High School Battle of the Bands® series. These live, youth focused events took place directly on campus at more than 50 high schools across Canada.

Results: Rogers Wireless was promoted directly in high schools directly to 50,000 students.