Southern Comfort Music Experience

Thu, 10/29/2009 - 2:33pm — admin

Southern Comfort Music Experience

The Flaming Lips Entertain the Masses

Summary

The Southern Comfort Music Experience was a free 21+, music-based event designed to be a meeting place for the 21-29 target demographic that spanned five cities across the country. Complete with great food, visual artists, interactive areas, and great local talent alongside national acts, the Southern comfort Music Experience provided a full day of music and great moments with friends.

Load In

A media strategy was created in each city to not only target the demographic but to also comply with Southern Comfort’s 80% compliancy requirements. A combination of local alternative print media, radio advertising, and online advertising was evaluated and purchased based on those requirements. Additional materials, including four page inserts in alternative media and DVDs featuring event information and highlights from previous shows, were created to show at local promotions starting six weeks prior to the event to generate buzz.

Line Up

The Southern Comfort Music Experience had an eclectic mix of artists. Alternative, hip hop and indie styles were chosen to draw crowds upwards of 10,000 people. Bands over the years have included The Flaming Lips, Gnarls Barkley, The Black Keys, Justice, The Roots, Common, Z-Trip, Matt & Kim, Bassnectar, Girl Talk and Cold War Kids.

Run of Show

The Southern Comfort Music Experience was much more than just a free concert - it was an experience to remember. From the moment consumers entered the festival they were delivered a variety of unique experiences. For the sporting type, cornhole boards were available all day. If lounging in the sun was preferred, the Lime Grove, a 160 sq. ft. basking haven, was a welcome oasis. Before making way to the main or second stages, consumers could swing by the SoCo & Lime Dome, an interactive inflatable tent filled with TVs, video games, computers, contests and a live DJ. Between sets consumers were able to hit the record store to get some band merch or an autograph then swing by the Swamp Co. tent for some rock and roll posters and a freshly printed festival shirt. No matter what their flavor, consumers were able to find a fun filled and memorable time at the Southern Comfort Music Experience.

Reviews

"I wanted to thank you and congratulate you guys on a fantastic event in Denver. It really went smoothly. The crowd was unbelievable, layout was great, drinks were tasty and just hands down an awesome event. Really great work and thanks for being such a valued partner of Southern Comfort. We couldn’t ask for a better group. Thank you!!!"

Laura Petry
Southern Comfort Brand Manager

Last Call

Within four years, Southern Comfort hosted 15 events in 8 cities and attracted well over 180,000 people.

Encore

For four years the Southern Comfort Music Experience was the premiere free touring festival. The tour was expanded each year until it met its current evolution, Southern Comfort Presents: underCOVER. The event brought consumers in by the thousands and gave them something that is rare these days - a full day of free music and excitement to share with friends.