Red Bull Culture Clash (RBCC), one of the world’s most innovative live music experiences, landed at Orlando Stadium on 23 September 2017. A sound system battle of epic proportions unfolded as four crews, each fronted by headline artists including AKA, DJ Tira, Patoranking and Admiral & Jahseed, representing four of South Africa’s biggest sounds – hip hop, house, afro-beats and reggae. The crews competed against each other over four back-to-back rounds. The aim was to win favour with the crowd and claim the Red Bull Culture Clash South Africa title. Atmosphere had to create awareness and interest for the concept, educate the local market on what a sound system clash is all about, and drive hype and attendance at the local event.
Atmosphere implemented a phased communication approach that focused on driving awareness, interest, engagement and immersion. Phase 1 focused on awareness and education driven by compelling content, targeting different angles and media interests. Certain crew leaders were showcased and used to amplify the educational aspect around how RBCC works in order to ‘set the scene’. Phase 2 key artist profiles were used to drive conversation around the event and solidify the battle element. Product communication focused on the limited edition cans launch and the sentiment of supporting your favourite crew through the purchase of Red Bull. Content dissemination was phased to drive the journey approach. Atmosphere first introduced the artists behind the campaign theme song, moving on to introducing each crew and individual members and finally profiling the RBCC event hosts. A RBCC ‘need to know’ piece of content, distributed a week before the main event, was the final piece of compelling content to drive excitement before the RBCC showdown and resulted in key coverage in top tier media. Phase 3 was focused on engagement. Key media were invited to the Atlanta version of RBCC, to experience the concept in action before the South African version. 45 Media and influencers were hosted at a ‘sneak peek’ teaser event, where they were offered a ‘behind the scenes’ experience with headline artists and select crew members. The teaser event served to give the audience a taste of the battle format and what to expect at the final event. Select media were also offered interview opportunities with headline artists prior to the final event. The final event was a key driver with over 260 media influencers in attendance. Key media were given access to pre and post event photo opportunities and Q&A with headline artists. As the winning crew – DJ Tira and the Durban Massacre Crew - were announced a media kit was disseminated with images and quotes from the crew leader to a wide audience base.