Brand in a bubble: Regurgitator

1. What are the main factors that contributed to the success of the event for Channel V and
Regurgitator?

Answer:

There are mainly two factors which contributed to the success of Channel V and Regurgitator.

First Factor: The first factor is being visible in front of the audience 24/7. This unconventional
or out of the box idea of promoting has done the trick for the band “Regurgitator” and as they
were shown through the Channel V; both these brands created a profound impact on the target
market. Besides both Channel V and Regurgitator’s target market or fans are youth. So, both the
brands coming up with this idiosyncratic idea was loved by their common target market.
Moreover, this idea didn’t only attract their target market or fan followers it also attracted the
rest of the world as it was a very unconventional way of reaching the audience or general people.

Second Factor: The second factor was the interaction with the audience or target market.
Through this “Band in a bubble” event Channel V and Regurgitator both brands could interact
with their target group directly and they also made the audience involve in this whole event.
Channel V appointed Jabba who is their resident clown and a popular figure to link the band with
the audience from inside the bubble. Jabba was used to be inside the bubble with the band and
were used to host the show of Channel V is his usual funny presentation. Generally, when a band
comes up with their new album they do conventional advertising which doesn’t involve the
target market with the band. Here, there was opportunity for the fans and followers of
“Regurgitator” to actually watch how their favorite band is making the album. Not only that,
Channel V used other Medias like outside advertising and their website to connect with their
audience. Channel V used their interactive website which was visited by 97,405 visitors and they
made suggestions for song lyrics and album covers. Besides, people could see live or recorded
highlights from this website every day. Last but not the least, there was a show on Channel V
every day 5.30 pm where the event was shown.

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2. What were each of the brands’ objectives, and how were they achieved through this branded
entertainment event?

Answer:

A number of brands participated in this whole event. They were: Regurgitator, Channel V,
Foxtel Digital, Microsoft XBox, Optus Mobile and Federation Square. Each brand had their own
objectives and they were achieved successfully through this entertainment event. But, they had
one objective in common which was to interact and reach their target market through this
unconventional campaign. The objectives and the way these brands actually achieved their
objectives are briefly discussed below:

A)Channel V: This Sydney based pay-tv music channel actually took the initiative and offered
Regurgitator to be a part of their idea. The main objective of Channel V was to boost their
presence in Melbourne and to create an image to their target market-the youth. The whole
concept of rock band is loved by the youth. In this case the band was Regurgitator who was
loved by a lot of people in Australia. So, in order to make the people of Melbourne feel their
presence and to have a profound impact on the youth, Channel V took the initiative of this idea
and this idea actually served their objective well. To achieve this objective they have shown the
event every day at 5.30 pm throughout the 21 days. Their interactive website which was the
place for the fans to interact with the band by sending lyrics of songs, design of album covers
and so on was another step to achieve their objective. This website also showed live and
highlights of their favorite band making the album inside the bubble every day.

B)Regurgitator: This Australian quirky rock band’s objective was to interact with their fans
directly and to do something idiosyncratic to keep up with their image in front of their fans. This
idiosyncratic idea to be inside the bubble for 21 days and be live in front of the audience 24/7
while making a whole album was matched by the band Regurgitator’s personality. Not only that
in order to achieve their objective they directly replied the calls of their fans from inside the
bubble.

C)Foxtel Digital: Foxtel Digital who was another sponsor of this event was broadcasting the
whole event live 24/7 throughout the 21 days. Their objective was to encourage subscriptions to
the newly launched digital pay TV service. In order to achieve the objective their “digital only”
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pay TV channel 802 or Bubbly T [V] were broadcasting this event by their 24-hour camera
surveillance within the bubble.

D) Microsoft Xbox: Microsoft Xbox, a sponsor of this bubble event did a teaser campaign to
promote its sequel game-Halo 2. Their main objective was to create a buzz or promote the game
in an unconventional way and in order to do that they released their game Halo 2 inside the
bubble 10 weeks before the worldwide release. The members of Regurgitator were used to play
the new Xbox Halo 2 inside the bubble. The band members also promoted the game by referring
that the game is awesome.

E) Optus Mobile: The main objective of the Optus Mobile was to create an image or get a hold
of the youth one more time with this new campaign. Optus was already popular among the
Australian youth, but this was another attempt of Optus to get close to the youth who are their
target customer. To achieve the objective Optus provided Multimedia Messaging (MMA) phones
to the band members, so that the band members can take photographs from inside the bubble and
post them on the bubble website for the visitors to view or download. Optus also arranged
competitions and encouraged the users to take part. As a result, Optus received 65 MMS album
cover entries, 626 SMS entries for song lyrics and 3371 SMS from them who want to be the
lucky one to release the band members from the bubble. Last but not the least, in order to talk or
communicate with the band members the only mean was Optus Mobile. Fans could contact with
the band members inside the bubble from their Optus Mobile.

F) Federation Square: Federation Square was the venue of this bubble event. It is situated in
the centre of Melbourne. Federation Square’s objective was to brand or promote the venue. In
order to do that Federation Square actually suggested the unusual idea of “Band in a bubble” to
Channel V.

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3. What role did the bubble captives play in communicating the brands’ messages?

Answer:

The role that the bubble plays to delivering each brands’ messages are as follows:

Channel V:

Channel V is a television broadcasting channel. Its main target market is the youth market of
Australia, more specifically the city of Melbourne. They try to deliver the message to the youth
is that they wants entertain the youths through their TV channel. To attract their target market
they broadcast those kinds of programs which have the ability to attract the youths. Rock music
is a symbol of the youth since the 1960s. So when the popular rock band of Australia announces
that they want to release their new album in a unique way, every fan was amazed. Channel V
took this as a way to deliver their message to their target market. So they decide to sponsor the
event. They decide to make a marathon TV program out of this event. As the show was a success
for all the involved brands and they all able to communicate with their target market, channel V
also abase to deliver their brand message to its target market. A large number of people follow
the event during this event, and a lot of internet users also. So the event was a big success. They
deliver their brand message successfully that, Channel V is the channel for the youths.

Regurgitator:

Regurgitator is a very popular rock band in Australia. As like all the rock bands it’s mainly
popular between the youths of the world. So it decides to record and release its latest album little
bit differently. They announce their desired plan. They hoped that some record company will
sponsor them. However they got sponsorship from Channel V. As a rock band they always try to
be more innovative and unique. As to their main target market the youth they always deliver the
message about their band is, they are a unique rock band, who will give you entertainment and
experience of listening their music in a unique way. Through this event they easily abele to
deliver this message to their target market. A huge amount of fans follow the event. A lot of new
fans are created. Most importantly all the fans think now that Regurgitator is “ROCKING” band.

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Microsoft Xbox 360:

Microsoft Xbox 360 is a gaming console. The main user of the gaming console is the youth
market of the world. Microsoft Xbox 360’s best selling game was Hello. So they decide to make
Hello 2. As they were one of the sponsors of the Bubble event, they decide to use the event as a
platform to promote the new game Hello 2. They provide gaming experience to the band
members. The Hallo 2 released in the bubble 10 week before the actual release date. However all
the gamers around the world were eagerly waiting for this event? Because through this event
they will be able to see the game and get a heads up. They will also get an idea about the
capacity of the game to fulfill the expectations of the gamers about the game. Cause hype was
rising. What Microsoft wanted to do is make the way bigger than the current situation. They also
try to deliver the message about their brand which is Microsoft Xbox 360 give unique gaming
experience. The people who follow this event also felt as the same way. Microsoft also abele to
capture a large number of new customer.

E) Optus Mobile:

The main objective of the Optus Mobile was to create an image or get a hold of the youth one
more time with this new campaign. Optus was already popular among the Australian youth, but
this was another attempt of Optus to get close to the youth who are their target customer. To
achieve the objective Optus provided Multimedia Messaging (MMA) phones to the band
members, so that the band members can take photographs from inside the bubble and post them
on the bubble website for the visitors to view or download. Optus also arranged competitions and
encouraged the users to take part. As a result, Optus received 65 MMS album cover entries, 626
SMS entries for song lyrics and 3371 SMS from them who want to be the lucky one to release
the band members from the bubble. Last but not the least, in order to talk or communicate with
the band members the only mean was Optus Mobile. Fans could contact with the band members
inside the bubble from their Optus Mobile.

Through this event Optus Mobile also abale to deliver their brand message to its target market,
which is, Optus Mobile is for the youths. If you are a youth you should use this brand. This will
give you mobile experience in a unique way. They easily deliver this message to their target
customers by sponsoring this event.

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Foxtel Digital:

Foxtel Digital who was another sponsor of this event was broadcasting the whole event live 24/7
throughout the 21 days. Their objective was to encourage subscriptions to the newly launched
digital pay TV service. In order to achieve the objective their “digital only” pay TV channel 802
or Bubbly T [V] were broadcasting this event by their 24-hour camera surveillance within the
bubble.

As the TV service’s brand message was, they are the TV of the youth. Like Channel V they also
able to deliver this message to their target market.

4. What considerations would a brand manager have when integrating their brand into an
entertainment vehicle?

Answer:

The following consideration a brand manager should have when he/she decides to integrate
his/her brand into an entertainment vehicle:

 Will this integration will able to attract the target market of mine?

 Will this integration will able to deliver its brand message?

 Will this integration go with the brand image?

 Will this integration a good promotion for the brand?

 Will this integration able to attract new customers?

 Have to choose according to the brand message or according to their own brand.

 The target market of all the brands should have similarity in some way.

 Have to have a similar type of brand message.

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These considerations will reduce conflict between all the brands, make the integration a
successful one.

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