RMIT UNIVERSITY: KHALID'S FREE SPIRIT LISTENING PARTY

RMIT University works with a variety of corporate sponsors on partnerships that benefit both the sponsor and delivers unique experiences or opportunities for students.

Campaign Background:

The RMIT Student Life team was approached by SONY Music and Eat Art Truck to be apart of an East Coast tour promotion for Khalid's newest album Free Spirit. They were driving a replica van to a variety of universities and public spaces where students could listen to the album, score free merchandise, and purchase the album. Having a strong music background and understanding students, I felt this project had the potential to resonate with the students and therefore, I took the lead on this event.

Campaign Objective:

The objective for the sponsor was to promote Khalid's new album to lead to album and concert ticket sales. The objective for RMIT Student Life was to offer a unique experience to students.

Campaign Delivery:

Working closely with the sponsor, I was able to negotiate time/date and event logistics. To enhance the event and student experience, I invited the RMIT Funkadelics (Dance club) to perform at the event which provided a great opportunity for them but also engaged the crowd. Students could take photos with the replica van and some students were lucky to score free Khalid merchandise. After negotiating with Sony Music, I was able to ensure RMIT University was featured on the promotional poster Khalid uploaded to his official Facebook page. This was then shared to the RMIT Students Facebook page with my copy which gained high engagement.

Results:

Over 400 students attended the event and RMIT University proved to be the largest audience for Sony Music and Eat Art Truck on their East Coast tour.

Images by Jeremy Nguyen.