HOW I MADE IT
COVID-Safe Fan Engagement Format
An exploration of familial heritage through music and food.
How I Made It is a reimagination of the livestream experience and the interview format: 1,000 fans in Los Angeles will join their favorite artist as they are taught how to make a ‘family recipe’ on a Zoom call by Chef Alisa of the LA restaurant, My Two Cents. The audience will not only watch, but will directly participate and share the experience with their favorite artist by receiving their own kit of premium ingredients within 3 days of the event.
The cost of a meal kit is equivalent to the cost of a ‘ticket’ to this digital event. Ticket costs will be scaled based on the number of people participating per household order. Because artists will be discussing their humble beginnings as 1st Generation Americans, kits will be priced affordably to encourage wide-reaching participation throughout LA. My Two Cents will handle the meal kit assembly and distribution, in partnership with a food delivery app. This will drive patronage of a black-owned-business.
This project format is being piloted in the Southwest as part of Red Bull’s 2020 business plan. If successful, it could be scaled to other artists in LA, or other parts of the country. The project is detailed below with R&B singer, Lucky Daye, as the lead talent. However, UMI and Rina Sawayama were also considered for future iterations.
PROJECT GOALS
Create an exceptional, unique, repeatable, COVID-safe fan experience
Leverage How I Made It to grow the relationship between Red Bull and the leading artist for a future, music performance based project
Naturally stimulate the local economy and drive revenue to black-owned businesses
Increase distribution in target On Premise accounts
Bolster Red Bull’s relationship with a food delivery service partner
Establish a new format in which an artist can tell their own story in a rich, engaging, fully participatory format that has not been done before
Teach artist and fans alike a new skill
Drive trial of Red Bull among a culture-savvy audience, and driving product affinity in the “socializing” moment of need, as deemed strategic by Red Bull’s brand marketing team
AUDIENCE EXPERIENCE
1.
Fans see paid social media advertising for the event, or read about it in a sponsored newsletter or organic piece of press.
4.
Through a split-screen view (as the artist and chef will both be remote), Chef Alisa will teach Lucky Daye (and the audience) how to prepare the dish. Lighthearted conversation and “lightning round” style games will flow throughout the cook time.
2.
Fans navigate to Caviar (or other delivery partner) to purchase their meal kit.
5.
“Table Talk” Interview with Lucky Daye, led by Chef Alisa – more ‘serious’ questions can be asked during this time while eating the meal they’ve prepared together. Questions will be submitted by an audience over livestream in real time. Lucky will answer several at the end.
3.
Within 3 days of the event, fans receive their meal kits, containing locally sourced ingredients and the dial-in info for the Zoom call.
6.
Event can close out with an intimate, stripped back music performance, just for the fans on the Zoom call, if the artist would like.
ANATOMY OF A DELIVERY KIT
RED BULL’S RESOURCES
Local team in LA dedicated to developing, executing, and managing projects in music and arts (SW Culture Marketing Team)
In-house content team to lead the production and direction of this project (Red Bull Media House)
On Premise Network: Relationships at leverage-able accounts at a variety of local restaurants
Highly trained network of Student Ambassadors to help amplify awareness of the project to a collegiate audience
Regional & Endemic Music Press: In-house communications team will pitch the project to valuable media outlets
INSIGHTS
CIRCUMSTANTIAL INSIGHTS
The Future of Socializing
As consumers are limited to small groups and “quaranteams”, the next steps for social gatherings are progressing to small gatherings at people’s houses, now that Shelter-In-Place Ordinances are lifted, but nightlife is still closed.
Downtime to Learn Skills
People who are in quarantine are using their downtime to learn new skills and work on projects.
Increase in memberships to Masterclass driven by increase in their ad spends.
Livestreams Have Become the New Normal
Thousands of DJs and artists are streaming sets daily.
Many fans feel exhausted and unengaged from lack of participatory elements to these livestreams.
GEN Z & ZEITGEIST INSIGHTS
Domestic Cozy
Generational trends prior to COVID indicated a declining interest in leaving the house, cancelling plans in favor of staying in.
Brands have reflected this in an increase of products that are designed to feel or look “cozy”, to enhance comfort at home.
New Takes on Sustainability
Local businesses using creative / sustainable approaches to upcycle materials / source materials locally are greatly in favor with Gen Z.
Local businesses have fallen under dire straits in the wake of COVID-19.
Video Over All
Youth have a hunger for content, with video as paramount format.
Lockdown has caused an increase in content consumption (Red Bull TV spiked by 35% immediately following lockdown).