Client: Sony Music
Target: 25-45 Men and Women. They comment on a regular basis and when they do they never do it without their ear buds in. Music is a passion point for them and ascends past cultural divides. They’re love for music can be a strong connection point but in most transit situations it’s used as a way to separate.
Insight: Black history month is lacking unity therefore making it a less focused event. However it’s still important and should be conducted as a way to connect communities over the accomplishments of not just one race but its contributions to bringing us all closer together.
Strategy: To use the relevance and connection point of music throughout history to unit and bond different cultural communities this Black History month.
Sony Soul Revival Promtional Poster
Sony Soul Revival Wheat Paste Posters.
Interactive Sony Soul Transit Piece Slide 1. Uses pressure points to reveal information about artists and prompt music.
Interactive Sony Soul Transit Piece Slide 2. Uses pressure points to reveal information about artists and prompt music.
Sony Soul Revival A-Train Subway Takeover.
Sony Soul Revival A-Train Subway Takeover. Exterior walls simulate as flip book. As the train moves the dancers move as well.
Pandora and Spotify Branded Content
Sony Soul Revival A-Train Experience
Social Media
Facebook serves as the hub of the revival, where users can follow for information on upcoming gigs and events.
On Twitter, Users are encouraged to #strikeachord by tweeting about musical interests to influence and reveal specific information on the sets. When they do, Sony Soul will match them as a struck chord releasing more information about the upcoming events on the A-Train.
