Ralph Lauren was to launch its new range of clothing brand, Denim & Supply. The key target is young, creative and stylish people and the first purpose of the brand was to generate a real event around this launch in order to generate notoriety and brand appeal.

Create a strong storytelling bond between the ultimate musical event (The Metronomy concert) and the brand through authentic content and social activations: an online contest inviting young, stylish, Metronomy lovers, which offered them the possibility of taking part in the Rockumentary and/or a ticket for the Metronomy show in Amsterdam in November 2011.

Enhance the buzz around the campaign by combining the earned media value brought by Metronomy fans and the brand’s target with the influence circle of Metronomy, and also with PR activations.

Use the first steps of the campaign (online contest and Rockumentary) to augment the momentum around the final show (the Metronomy concert).

The story goes on in 2012 with a new musical collaboration with the famous Swedish DJ, Avicci.Metronomy campaign results:• Average time spent on the live streaming: 14 minutes 55 seconds.(As a comparison, MGMT Blackberry Live had reached 14 minutes on Spotify in 2010)• 21% engagement generated on Facebook(As a comparison, Coca-Cola reached 10% on its fan page)• Clicks: 367,000• Watched Videos : 11,500,000• Likes : 14,204• Print Impressions: 16m• Print covering : over 22m impressions• Web covering : over 20m impressions• 3,000+ fans reached 3 days before the event (65% generated through our media campaign)• Total PR coverage: 54m impressions• Great traffic generated towards Ralphlauren.com• Global Earned Media: 3.3m • Total Reach: 192m impressions