On Friday, September 16th, Bowers & Wilkins hosted an exclusive Sound Session with Coldplay at Austin City Limits Festival in Austin, TX. Attendees were the first to hear Coldplay’s new album, Mylo Xyloto.
This opportunity, presented by Bowers & Wilkins, was a part of their Sound Sessions music series – intimate, VIP-only listening events, where renowned artists and small groups of fans come together to experience true sound and celebrate exciting new releases. The multi-platinum and Grammy award-winning alternative rock band from London, Coldplay, was successfully leveraged as a marketing vehicle to promote this exclusive Bowers & Wilkins listening experience.
Dying to experience this once-in-a-lifetime opportunity, Coldplay fans helped drive the success of the campaign. The event drew over 1,200,000 impressions, 200,000 unique hits and over 5,000 email RSVPs using targeting advertising and leveraging the power of online publishers, journals and the most influential users of each platform to engage/mention the event.