Miss Me Summer Tour Marketing Activation

Miss Me Jeans is one of America’s top-10 female denim brands, and traveling through the South it’s easy to see why. Women of all ages in the south like to dress-it-up, even when relaxing in a pair of comfortable jeans. Another thing about the South is that sense of community, deep roots and pride in your Hometown – what a better way for a brand to engage it’s audience than in their Hometown.

So that’s exactly what Syndctd helped Miss Me do - launch a tour through their top 9 cities in the South featuring a large activation vehicle wrapped with Bella Throne creative from our Fall / Winter 2015 Campaign. To accomplish this Syndctd ideated, custom fabricated, managed and executed all aspects of the summer tour activation for our client.

Each element of the activation tied back to our inspirational mantra, Let Yourself Shine, and the product itself, with rhinestones, rivets and a unique wash that all add up, making a girl feel empowered and beautiful, inside and out.

 

Services

Development of Activation Concept & User Flow

Enter the Experience
Step into the Photo Booth
Get your picture taken
Data Collection (name, email, DOB, etc)
Sign I Shine When Wall
Contribute to Charity
Product Overview (Making of Miss Me)
Fall/Winter 2015 Looks
Printed Photo Takeaway with Flash Tattoos and Branded Miss Me Sunglasses

Vehicle Fabrication
On-site Production
Data Collection and Analytical Reporting

Key Initiative

Working with a local production / trailer fabrication company we started to concept what was achievable for the construction and build-out of the mobile trailer. Pre-production for the tour began in March, five months before the tour was to officially kick-off West of Dallas, Texas. Our goal was to create an experience that was going to yield the most foot traffic, create brand awareness, promote user generated content and most importantly drive users online to buy Miss Me new Fall & Winter Styles.

Campaign Insights

Summer Tour Results: 
Premium brand activations in 9 of Miss Me’s most popular cities
We totaled over 22,000 Experiential Marketing Activations
150,000+ people attended events where we activated
100,000+ people saw our experience on the road
We drove through 13 States covering over 5,000 miles

Get a quote Today for on-site and event activation for your brand. 

Bella Thorne x Miss Me - Content Production

The production is perhaps the most important linch-pin to a marketing campaign, how things look and feel is more important than it’s ever been before. At Syndctd we produce content from the perspective of marketers as well as creators. We manage social, we do media buys, we produce tours, we build ecomm sites – so we vary hands - on knowledge on the eventual usage and intent for this content. From this perspective our production days are, to put it lightly, ambitious. We squeeze every drop of usable content from a production to give our clients the most value from their shoots and the Miss Me Fall/Winter 2015 production featuring Bella Thorne was an extreme example.

Pre-Production 

No step is more important — so important that we often use the 10-to-1 ratio to describe the amount of time required in pre-production for every hour spent in production. This rule certainly held true for this production – especially with a deliverables list that included:

• 50 – Still Photo Hero Selects
• 2 – Brand and Interview Videos
• 10 – Instagram Videos
• 2 – Video-Commerce Videos
• 3 – Cinemagraph Motion-Graphics

With this amount of raw content deliverables every moment of the production has to be planned, but before we plan our timeline, we need to lock our concept and inspiration.

From creating a written consensus with Miss Me on what they wanted in that special shot, what they wanted the magazine spread to look like – we were able to start concepting mood boards that would inform how the entire shoot should look and feel. The lighting, model, pose, capture, environment and general tone all tied back to shots that are; sexy, empowered, sophisticated, glossy, glamorous and stunning.

Production

Now – with the client informed and our dreamers organized, we entered into our production day with a clear and concise plan of attack. This is where the magic happens. The vision of the Art Director is communicated through the director of photography and those special moments are captured. The results are truly amazing.

Please see the gallery above for still images and the embeds below for video content. For more information on how Syndctd produces content – see the Production Services section of our website.