Aria

Battle Royale — Maybe the greatest social media game in the history of ever!

Karri — Thu, 10 May 2012 14:31:50 +0000

The story_

It was the year 2011. The internets were abuzz with talk of social media advertising interconnectivity. We saw an opportunity to create a game — marketed, and managed entirely online — that would cast visitors into a digital experience of their physical destinations. It would be bigger, better, and more exciting than anything they’d experienced before.

Because we’re a Dallas-based experience marketing agency, it was only natural to reach out to the Texas Association of Convention and Visitors’ Bureau (TACVB) to propose our crazy idea. We would run a real-time, real-life experiment, and play the whole thing out at their annual conference.

With an overwhelmingly warm reception to our idea, Battle Royale was born.

We wanted the members of TACVB to experience first-hand how their target audience was engaging each other in social media. And, as an ancillary benefit, we would bring attendees together in unexpected, engaging, and educational ways throughout the conference.
(Read: we made it a lot more FUN!)

Battle Royale pitted four teams from different regions of the state against each other. Each team was assigned a distinctive color (red, white, blue and gray) and each was led by a TACVB member — a pre-selected social-media specialist — to lead their teams to victory. Bold, colorful stickers were added to conference attendees’ badges so they could be instantly identified as a teammate.

The contest itself came to life online using a dedicated Facebook page. Puzzles, and the clues needed to solve them, were given to attendees through social media, but also on the conference grounds, requiring the teams to interact with their environment. Following the clues, they had to capture an image or respond via social media to prove they’d solved the puzzle.

Clues alluded to specific locations, objects, and tasks that had to be performed, captured by cell-phone camera, and sent back to headquarters within the allotted time.

For example, while a pre-conference icebreaker reception was in full swing at Dick’s Classic Car Garage, a challenge was texted to all that read, “Battle Royale: Take a group photo of 10 team members and win 10 points. Upload your team’s photo to www.facebook.com/TACVBBattleRoyale.”

The results_

In the immortal words of TACVB’s Bridget Snyder: “Battle Royale 2011 was a smashing success.”

The competitive spirit of TACVB members, combined with the unique gameplay, created a participatory, educational experience that was so different and fun. With more than 100 posts and comments to Facebook, dozens of photos uploaded, and a full case of Texas wines given to the winning team the last night of the conference, Aria left knowing that the following year’s Battle Royale would need to be taken to the next level.

Moving forward to 2012_

This year we’re bringing Battle Royale back to TACVB — only bigger, better and badder…er than before. Watch our teaser trailer below to get a feel for what we’re planning, and look for more information soon.

See you this summer!

Check out what Duff McKagan had to say about being on the plane with Gene Simmons during the Rock-N-Roll Allstars tour

Paul — Tue, 08 May 2012 16:13:39 +0000

Aria’s client, Rock-N-Roll Allstars, recently went on a South American tour and we were there. Check out what bassist Duff McKagan (Guns N’ Roses, Velvet Revolver) has to say about being on the plane with Gene Simmons (KISS).
blogs.seattleweekly.com/reverb/2012/05/dancing_and_laughing_with_gene.php

Rock-N-Roll Allstars continue South American run in Peru

Paul — Thu, 26 Apr 2012 21:43:00 +0000

Rock-N-Roll Allstars continued their South American run with an arrival in Peru that was followed immediately by a 50+ journalist press conference at their hotel in Lima. In preparation for the show, the band has spent their day off doing radio, TV and newspaper interviews around town as the city grows with excitement. At the airport, hotel, appearances and restaurants, the band has been greeted by a throng of excited fans who are happy to see the rock legends together for the once-in-a-lifetime lineup. Aria’s newest client has certainly been busy – and there’s more to come, with possibly the largest show to date tomorrow at Lima’s Jockey Club.

NYC Phone Booths Receive Virtual Marketing Makeover

Aquia — Tue, 24 Apr 2012 14:48:13 +0000

Once upon a time, in a time before Siri and location-based apps, there lived these ancient things called phone booths. You know the booths that sat on random corners and at gas stations that required quarters to place a call to another landline? Yeah, those. In most places, these now useless booths are still inconveniently nested in their original locations, serving virtually no use at all…until now.

In an announcement last week, New York City made news headlines for its partnership with a company called City24x7 to install “SmartScreen” stations at hundreds of old phone booth stations across the city’s five boroughs. That is, 32-inch touch-based, tablet-like screens that will replace roughly 250 traditional payphones. The SmartScreens are a genius destination marketing tool as they will serve as an interactive local neighborhood information hub, featuring details on restaurants, stores, and safety information. If this isn’t enough to make The Big Apple more of a crowd-pleaser, perhaps the free Wi-Fi hotspots will do the trick. Though the SmartScreens will not allow users to surf the web, they will serve as hotspots to connect smartphones and tablets to when in close proximity. Not to mention the HD cameras and microphone capabilities that will not only increase city officials surveying options, they will probably eventually allow patrons to make Skype calls.

As an agency that specializes in destination marketing, it’s important to analyze the good, the bad and the ugly, and give praise where praise is due. This, is genius, if we do say so ourselves. It’s a very innovative way to utilize old resources and apply new technology to them, thus giving these payphones a second chance at life.

Imagining that they’ll implement some sort of tracking via advertisements and directory searches, it’s quite possible that the numbers will be impressive to say the least. The devices are scheduled to debut in May with a pilot program and, if successful, will continue expanding across the city. We’re anxious to see how this all pans out. Do you think the hype will live or die? How do you think these stalls will impact the future of destination marketing? Let us know.

Rock-N-Roll Allstars perform a special club show in Buenos Aires

Paul — Tue, 24 Apr 2012 02:19:42 +0000

Last night Aria’s newest client, Rock-N-Roll Allstars performed a special club show for a limited audience at Teatro Vorterix. The 10-song set included two songs from each lineup on the supergroup’s tour. It was the first time for several band members to perform in Argentina and the first time in many years several of them have played in a club. The show was filmed for an episode of “Gene Simmons Family Jewels”. Before and after the show, the fans mobbed the band in the hotel and at the venue, proving that the South American fans are still some of the most passionate rock fans in the world.

Rock-N-Roll Allstars play their first show in Asuncion, Paraguay

Paul — Sat, 21 Apr 2012 00:00:25 +0000

Aria’s newest client, Rock-N-Roll Allstars, played their first show last night in Asuncion, Paraguay to thousands of fans. The band played some of the biggest hits from their best-known groups like KISS, Guns N’ Roses, Skid Row, Deep Purple, Alice In Chains, Collective Soul, Billy Idol and Def Leppard – and even included covers of Led Zeppelin, Queen and Mott The Hoople. The band had been enjoying scattered time together in rehearsals in LA and a little on the plane ride down and at the hotel, but the group was in a celebratory mood after the first show when some true magic happened on stage. The fan reaction was wild, with the concert-starved Paraguay getting their first appearances from Gene Simmons and Joe Elliott. The crowd chanted, sang along and many even followed the band’s motorcade back to the hotel to try and get a glimpse of their heroes.

Aria’s newest client, Rock-N-Roll Allstars, lands in South America for their inaugural tour

Paul — Wed, 18 Apr 2012 19:47:44 +0000

After a grueling 18-hour flight that included two fuel stops in El Salvador and Lima, Rock-N-Roll Allstars arrived in Paraguay today to kick off their inaugural tour, which begins tomorrow in Asuncion. Lemmy director Wes Orshoski caught all of the great moments on the flight as the band traveled for the first time together. From Gene Simmons pacing around filming band members and the crew with his KISS-plated cell phone to Matt Sorum making the flight announcements and walking around in his pajamas, the magic moments were captured for a future documentary. Tonight the band has their final rehearsal before the tour begins, which will lead into a whirlwind of press conferences, excitable fans and some fantastically loud once-in-a-lifetime rock shows. Stay tuned for more.

Aria announces Publicity & Promotion practice, names industry veteran Paul Salfen principal

Karri — Wed, 18 Apr 2012 16:51:33 +0000

(PRESS RELEASE)

Paul Salfen joins Aria to lead Publicity and Promotion services

DALLAS, April 18, 2012 — Aria today announced the launch of its Publicity and Promotion practice, naming Paul Salfen Principal.

With more than a decade of experience in public relations, promotions and journalism, Salfen brings a wealth of experience and expertise to Aria’s new offering. Having been on both sides of PR campaigns, Salfen knows how to pitch, and how the media likes to be pitched, and can strategize from both sides.

“At Aria, we pride ourselves on designing unique, engaging brand experiences that produce measurable results,” said Ryan Thompson, Founder and CEO of Aria. “Today’s announcement of the Publicity and Promotion practice furthers our ability to provide relevant and effective services to reach consumers in the digital age. Publicity and promotion services expand our ability to gain earned media coverage as well as maximize live events on behalf of our clients.”

The Publicity and Promotion practice will provide several key offerings to clients, including:

Public relations and publicity
Media relations and outreach
Live events including grand openings, appearances and stunts
Product placement and partnerships

As part of the Publicity and promotion launch, Salfen revealed that the agency has been named Publicity Agency of Record for Rock-N-Roll Allstars, a band comprising members from the some of the greatest rock bands of all time, including Guns N’ Roses, KISS, Def Leppard, Deep Purple and more. Currently on tour in South America, Salfen will travel along and lead the tour’s publicity, media relations, partnerships and social media.

“The opportunity to work with Aria and guide the growth of our Publicity and Promotions practice was one that I couldn’t pass up. Aria’s passion for maximizing the way client’s brands are experienced, coupled with my background working on both sides of the public relations industry creates the perfect environment for revolutionary and fast-reacting promotional campaigns,” said Paul Salfen, Principal of Publicity and Promotions.

For more information, contact Aria at 214-382-2650 or reachout@ariaagency.com.

Rock-N-Roll Allstars complete rehearsals for their South American tour

Paul — Tue, 17 Apr 2012 08:30:13 +0000

Aria’s newest client, Rock-N-Roll Allstars, completed their rehearsals for their South American tour today and we were there to capture the moment. For many of the band members, it was their first time to play together and for some of them – first time to meet. The band went over the set list, which included hits from each band members’ history. Afterwards, most of the band members stood outside in the parking lot of the rehearsal studio in Los Angeles and talked casually and discussed what they’d like to do while in South America. Tomorrow it’s off to Paraguay. We’ll have more exclusive insight for you here soon.

Denton: Independence Capital of the World!

Karri — Tue, 10 Apr 2012 15:07:55 +0000

Case Study

Aria was appointed by the Denton Convention and Visitor’s Bureau to lead 2012 destination marketing efforts. More

We were tasked with creating a marketing campaign that would truly capture Denton’s personality DNA. The idea was to create a picture of Denton as a destination, eventually bringing more “feet to the street,” and putting more “heads in beds.”

Following branding, Aria and the CVB hosted cooperative partner meetings to ensure that the brand was not only implemented effectively, but establish the CVB as a marketing leader for all stakeholders throughout the year.

Finally came activation, bringing the campaign to audiences through events, marketing, advertising and other promotional activities.

Brand / Campaign Development

Step one: develop the campaign brand and implement across marketing channels, which included the 17 major events in Denton.

Denton is, without a doubt, a mecca for independent thinking, originality, and strong personality. We designed a logo that expresses these ideals, and gives a unified rallying cry to all Dentonites that they are Original. Independent.

Web Development

Step two: establish a cohesive online presence. We opted to create a campaign microsite at escapetodenton.com, which serves as the hub for all online activities in and out, allowing us to track (with finite control) where our visitors were coming from, and where they were heading. The microsite has a consumer-friendly, event-focused theme intended to inform, and then pass visitors on to an action (like buying a ticket).

The microsite launched with event-specific pages for the Thin Line Film Fest, which included event details, hotel information, transportation information and links to the full schedule, TLFF website, and online ticket purchasing.

Advertising: Thin Line Film Fest

Our ad campaign ran over a 3-week period in the Dallas Observer, on Facebook, and on the Guidelive entertainment listing site for DFW.

Through the Dallas Observer, we ran two print ads, various banners on targeted landing pages of dallasobserver.com, an enewsletter campaign, and an SMS campaign.

On Facebook, we targeted over 13,000 users based on very specific interests including documentaries, film and Indies. With these interests alone, we had tens-of-thousands of impressions and a notable social reach, all within a 50-mile radius of Denton, TX. The click-through rate was significant and enabled us to continue to make a significant number of social connections.

Our sponsored event listing on Guidelive, which required a bid of a dollar-per-click, was featured on the website’s homepage rotator for about two weeks. Over the course of the campaign, we saw a number of visitor traffic generated by paid clicks, and an increase in organic traffic, as well.

Publicity & Promotion

Using our existing relationships with regional media, we issued press releases, press advisories, an online press kit, and reached out to contacts telling the story and selling the opportunities for the 2012 Thin Line Film Fest. We also reached out to regional film groups to raise awareness, and offered co-op promotional deals to the Dallas Film Society, Dallas Film Commission, Dallas Socials, and Lone Star International Film Festival.

Social & Viral Marketing

Using social media monitoring and management tools, we were able to grow, engage and respond to social media conversations 24/7 during the campaign.

With the Thin Line Film Fest, for example, we saw substantial growth in both social media numbers and overall engagement throughout the campaign. In just over two weeks, we published more than 125 Facebook and Twitter posts combined and consistently monitored and engaged with the online community. We saw a Facebook fan increase of 192% and a Twitter follower increase of 108%.

Additionally, we ran several social media promotions throughout the duration of the campaign. We offered our online community chances to score discounted festival passes and freebies through both Facebook and Twitter. Needless to say, the promotions went viral, significantly contributing to our community engagement.

Video & Film

Just to make sure the campaign gave the right impression we threw in an added bonus – the opening credits pre-roll reel for the 2012 Thin Line Film Festival screenings.