Westfield Garden City engaged the Arcade Creative to partner in delivering their key university student focused campaign for 2015, coinciding with O-week.
The result was the creation of a three week long grass roots live music campaign titled OMG ‘Sound Search’ Battle of the Bands Competition.
The OMG Sound Search Battle of the Bands Competition was executed via both a digital/social campaign and physical event.
The digital campaign consisted of a public call-out/application process for local emerging bands to enter via an application app, from which six finalists were selected and put up to a public vote via secondary app.
The finalists then performed live at Westfield Garden City at a grand finale event – culminating in the crowning of one lucky band winner, The Counterfeit Umbrellas, who walked away with a career changing $5000. A panel of three judges from Westfield Garden City, the Arcade Creative and Sony Music as well as online fan voting determined the winner.
We also engaged Westfield customers and general members of the public to vote and attend the finale event by incentivizing their engagement and awarding a further $1000 fan prize to a lucky fan that voted via the app, and was present on the night.
The finale event incorporated a mix of music, student focused retailer activations and a handful of street food vendors.
Delivery of services included overall concept and campaign development, key comms/messaging, competition mechanics, voting app design/development/installation, full event programming, management of all suppliers and stake holders, logistics, production and event themeing plus post production.
Check out the photo gallery at the Westfield Garden City Facebook Page