The Fader Sideshow, during last month’s CMJ music marathon, drew hip Lower East Siders to a pop-up lounge on Orchard Street in Manhattan. The event featured some of CMJ’s hottest up-and-coming DJs and rock bands including White
Denim, Cool Kids, We Are Wolves and Turbo Fruits.
FH Youth & Mobile Marketing partnered with Fader magazine for the event to introduce our client’s AT&T’s Digital World campaign. On their site, you can take a quiz that determines your “digital DNA.” The DNA strand, made of colorful Jolly Rancher-like links, can be posted to a MySpace page and shared with friends.
Situated by the front glass facade, the Digital World station drew questions from guests on their way in and curious looks from bypassers on the street. Along with the AT&T logo, model digital strands were printed on artist and guest wristbands, coasters, stickers and T-shirts worn by Digital World ambassadors. An AT&T video reel accented the overall décor.
The Fader event reached the magazine’s readership of trendsetting influencers and generated 55 million media impressions, 3,000 on-site impressions and 1,400 individual interactions. Look for online video coverage on thefader.com.
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