Brand Tracker

Welcome to the automated Brand Tracker diaries.

Global

Absolut and Charli xcx mix up something chaotic

Brand: Absolut Vodka

Campaign: Collaboration with Charli xcx

Source: https://www.marketing-interactive.com/absolut-and-charli-xcx-mix-up-something-chaotic

Goal: Engage with Charli xcx's fandom through music, nightlife, and martini culture.

Media: Social media, live performances, merchandise

Summary: Absolut Vodka has partnered with pop star Charli xcx for a two-year global collaboration aimed at connecting with her fans through limited-edition products, custom merchandise, and events. The campaign emphasizes co-creation with Charli and her community, allowing her fans to influence the collaboration as it unfolds.

Global

Amex Is Turning Harry Styles Fandom Into a Membership Perk

Brand: American Express

Campaign: Together, Together Tour with Harry Styles

Source: https://www.adweek.com/brand-marketing/amex-is-turning-harry-styles-fandom-into-a-membership-perk/?itm_source=homepage&itm_medium=the-latest-left&itm_campaign=1

Goal: To provide exclusive access and meaningful experiences for card members

Claim: Unlock access for members that only Amex can provide

Media: Pop-up events, presale tickets, merchandise

Summary: American Express is expanding its brand strategy by connecting card members to artists globally, exemplified through its partnership with Harry Styles on his 'Together, Together' tour. The campaign includes exclusive merchandise, presale tickets, and album pop-ups across 16 cities, aiming to deepen fan engagement and cater to the desires of younger audiences.

exclusive access fandom music