Ray-Ban has a long-standing association with music. The iconic sunglasses brand commissioned Zone to develop an online presence for Ray-Ban Rooms, their summer music festival sponsorship property.
The brief was to support and build on the Ray-Ban Rooms sponsorship of the Isle of Wight Festival. The target audience is young, urban, fashion-conscious music lovers who are adept in their use of digital technologies.
Zone conceived, designed, build and provides all of the editorial content for the Ray-Ban Rooms website. The site brings together artist profiles, festival information, previews and event reviews with exclusive video content featuring some of the hottest up-and-coming music talent around.
We used the Google Maps API to provide directions and practical information about festivals, and commissioned respected music writers to produce artist profiles. Artist profiles included links to public playlists in Spotify to allow users to listen and share audio content.
We used Twitter to provide real-time reporting from festivals and concerts, with live reporters at major events and the Twitter Search API allowing us to develop a network of hundreds of contributors all over the UK.
Young artists including VV Brown, Brakes and Florence and the Machine recording Ray-Ban Balcony sessions, exclusive acoustic sets recorded for the Ray-Ban Rooms website. There are 12 video sessions available to stream from the Ray-Ban Rooms site, and Zone also set up a branded channel on Vimeo to maximise exposure to the target audience and drive traffic to the website.
Ray-Ban’s brand and product are featured seamlessly within the editorial mix, with extensive use of photography showcasing the range and a ‘colourize me’ feature allowing users to customize the website in the colours of the Ray-Ban range.
With no additional marketing support, the website was promoted purely via social media and word-of-mouth within the music scene, providing a crucial element of credibility to the discerning and media-savvy target audience.
The campaign resulted in more than 25,000 unique users visiting the site, generating more than 50,000 page impressions. More than 30 per cent of traffic referrals came from social media sites, and more than 300 Twitter users contributed reports from seven festivals throughout the summer.
The Ray-Ban Rooms project utilised a full range of social media tools to create a rich, interactive and immersive brand experience featuring text, music, photography and video. The small budget and lack of above-the-line support enabled us to create a credible and authentic experience which resonated perfectly with Ray-Ban’s target audience.