"At SXSW, everything is exclusive or badge-only and you always need to be on a list or checked-in. Our bus is a very open, communal space. We're really about being open and having a conversation around our audience and that is the brand you see on the channel and you see in our marketing. We're having a conversation with our audience and we want them to feel like they are a part of us, there's are no rules in this space."
"We're really about being open and having a conversation around our audience and that is the brand you see on the channel and you see in our marketing. We're having a conversation with our audience and we want them to feel like they are a part of us, there's are no rules in this space. That is a metaphor for our brand as well. We want people to feel like when they come into a space"
Viceland launched two years ago as a TV channel emerging from an online news background and quickly found an underserved audience. The channel adopted a distinct tone and focused on lifestyle subjects such as sex, drugs, music and culture to portray contemporary life. Michele Beno, senior director of marketing, has concentrated on promoting that tone and building brand affinity. Shows like Action Bronson's food series and Ellen Page and Ian Daniel's Gaycation exemplify the niche programming. Experiential activations, including an open Viceland bus at SXSW with communal spaces and goats, aim to invite conversation and strengthen audience relationships.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]