Summer Series
Case Study
Celebrating the artists shaping summer
Sony and Sofar toured four cities to celebrate local artists and bring Sony’s For The Music ethos to life—inviting fans into intimate shows, hands-on product moments, and unforgettable summer nights.
The Ask
- Drive brand awareness and consideration through real-world connection
- Activate key markets with immersive, authentic experiences
The Program
Intimate shows built for discovery
Each stop of the series brought fans closer to the artists they love, with immersive sound demos, photo moments, and curated environments that made Sony feel part of the night.
Chicago
Artists: Nola Ade, Ric Wilson, Manny Torres
Venue: Guild Row in the Avondale neighborhood of Chicago
Boulder
Artists: Miranda Fling, Rootbeer Richie & The Reveille, and DCI Tour (Wayne Watts)
Venue: Riverside in Boulder, CO
Austin
Artists: Andrea Magee, Jon Muq, and Magna Carda
Venue: Hotel Magdalena
Miami
Artists: Gaiya, Yoli Mayor, and COASTCITY
Venue: Arlo Wynwood
Brand Integrations
More than placement, it’s presence at every touchpoint
Co-Branded Audience Touchpoints
- Dedicated Community Tab promotional features to drive discovery and engagement
- Custom Sofar × Sony YouTube banner to elevate brand visibility across channels
- A bespoke co-branded Campaign Content Hub hosting all program storytelling
- Curated Sofar × Sony Spotify Playlist to deepen cultural connection through music
- Editorial-style custom blog features spotlighting the partnership and campaign narrative
Creative & Experiential Partnership
- Co-branded creative assets amplifying the Sofar × Sony collaboration
- Competition landing page with brand-forward communication opt-ins for all entrants
- Integrated brand mentions in post-show follow-up emails and audience surveys
- Strategic first-party data capture at competition entry for Sony Electronics’ future marketing and CRM initiatives
Content Capture & Amplification
- Full-fidelity content capture of all artist performances for downstream storytelling, paid amplification, and ongoing campaign use
Media & Content
A content engine built from the shows
Our audio, video, and social teams transformed each performance into premium content—extending Sony’s presence through recap reels, live performance videos, and post-show highlights.
Performance videos
Our team filmed standout moments from each showcase, generating millions of impressions and giving Sony a lasting content library
Recap cuts
Dynamic highlight edits that brought the energy of each night to Instagram, backed by 500K guaranteed views
Event photography
Beautifully edited galleries—50+ images per city—crafted for Sony’s marketing, storytelling, and future music initiatives
Post show amplification
From global artist shoutouts to market-specific added-value reels, Sony continued to show up authentically across Sofar channels
Marketing
Amplifying the series at every stage
Through artist amplification, competition pages, high-performing emails, and paid + organic social, the Sony Summer Series reached over 1.5M fans—far surpassing targets.
Email & Social
Targeted email sends across all four markets delivered well above Sofar’s average open + click rates, fueling competition entries and early awareness.
Artist’s social
Artist amplification created immediate spikes in competition sign-ups, helping the series reach new, organic audiences across each city.
Competition pages
Four custom entry pages (one per market) drove RSVPs and allowed Sony to capture opt-ins for future promotional opportunities
The Results
Proving the power of music-led partnerships
The Impact
With capacity audiences, top-tier satisfaction scores, and millions of impressions across social and video, the partnership delivered measurable cultural impact at scale.
