This is a great example of the 360˚ relationships that UKNY is all about. We began by introducing Mark Ronson and Amex to facilitate the Channel 4 and Amex ‘My Live Story’ campaign.
Our involvement continued every step of the way, through all the execution and promotion activities, culminating in the exclusive film premiere and party for competition winners, opinion formers and key Amex customers held at Abbey Road.
For those who haven’t been online to check it out, ‘My Live Story’ was an appeal to people to upload photographs or create montages to accompany their personal experiences of the most memorable live music. A judging panel and public vote shortlists and then selects winners – with the incredible prize being that the winner’s live story is made into a film by Ridley Scott Associates, sound-tracked by Mark Ronson. Finally, the shortlisted winners attend the premiere and private Mark Ronson gig at an exclusive party – organized – you guessed it – by UKNY LIVE.
Mark Ronson produced his own ‘My Live Story’ video footage, promoted the idea via media interviews, ambassadorial appearances and will give a final live performance at the Abbey Road premiere. It will be the party of a lifetime. UKNY Live are creating an exact replica of Mark’s touring set, while ultimate party activities include guests recording their own versions of a Beatles track in the Abbey Road studios which they can take away with them, or designing their own CD artwork – which will be sent to them after the party as a gift. Every detail, from the branding and staff uniforms to the signature canapés designed by a chef for the night, is bespoke. The level of attention to detail, combined with a creative vision that will make the event unique, is a combination we think few event organizers could match.
This programme as a whole is an example of how UKNY can make their contacts and expertise pull together to create an integrated campaign that works across numerous media platforms.
Oh – and as for the party … don’t you WISH you were there…
Here’s what Amy Hutchings from American Express’s PR Agency said about us:
"We’ve been working with UKNY on an engagement programme with Mark Ronson for American Express and they have been a god send! They are incredibly well connected and have really helped us to make our Amex project seamless, speeding up approval processes, ensuring management/talent are always happy and not to mention negotiating costs down!"