As part of a highly integrated marketing program, Javelin partners with GREY GOOSE Vodka throughout the year to bring the spirit to major influencers and trend-setters at Best Of events across North America.

The latest in this series was the Miami Beach Polo World Cup 2010, where the world’s top players of the “sport of kings” competed for the coveted La Martina Cup.  GREY GOOSE spokes models welcomed spectators and players  served a variety of specialty martinis and signature cocktails made with GREY GOOSE Vodka Original, L’Orange, Le Citron, and La Poire.

A few readers (you know who you are) have requested more GREY GOOSE photos, so these are for you!

Experiential marketing for Grey Goose takes place year-round in Austin.

Experiential marketing activations produced by Javelin for Grey Goose Vodka take place at luxury and influencer events throughout Austin year-round, but the one closest to my former-music-writer heart is South-by-Southwest.  Since not everyone has experienced it directly, allow me to share a slice of SXSW life.

Brands that can authentically participate in their consumers’ lifestyle events will achieve lasting results.

An irresistible draw to the movers, shakers, connoisseurs, and taste-makers of “what’s next”, SXSW is an extravaganza of music, film, and interactive goodies.  For ten days in March, Austin is home to thousands of national and international bands, agents, talent scouts, actors, producers, production companies, tech wizards, entrepreneurs and more who come to attend (and host) events promoting their work – plus the people who come to see them.  This convergence creates a perfect environment to for the right brands to authentically participate in their consumers’ lifestyles.   Enter Grey Goose and yours truly.

Grey Goose Vodka and SoBe Life Water sponsored premiere parties for the feature film Skateland, an official selection of SXSW, set in a 1980’s small town Texan skating rink.  First, guests crowded into Wet Salon for an afternoon of mingling and mixing Grey Goose cocktails.  The stars of the movie, Ashley Greene, Taylor Handley, Heath Freeman, and Shiloh Fernandez, mingled and occasionally gave interviews perched on a Love Sac.

Actor Taylor Handley (center) and friends, in Wet Salon’s hair washing stations

Brand personalization leads to ownership.

Experiential marketing thrives on tailored experiences. Cultivating brand ownership among consumers, bartenders invited guests to design their own custom cocktails using Grey Goose L’Original or one of the Grey Goose flavors: Le Citron, L’Orange, and La Poire. My personal favorite was the Grey Goose La Poire and SoBe Fuji Apple Pear, while not-so-sweet-drink-loving-fans preferred the Green Tea-ni, made with Grey Goose Le Citron and SoBe Green Tea.

Actor Heath Freeman analyzes his Grey Goose and SoBe concoction

Reinforcing the theme of the film, girls on roller skates zipped through the crowd snapping Polaroids of guests.

Girls on roller skates snap Polaroids to set the mood

The party migrated to the legendary Mohawk for ATX EMERGE 2010, an official SXSW celebration of Skateland’s premiere and showcase of Austin’s most adored musical acts.  Patrons queued around the block at dusk (in the rain) to see the twelve scheduled bands. Black Joe Lewis, an up-and-coming Austin phenomenon featured in Reversal Film’s new documentary Echotone, headlined the party.  Props to the production guys for pulling this all together and making it a branded entertainment success!

The stars of the day, Casey LaBow, Haley Ramm, and director Anthony Burns enjoyed the entertainment (not to mention the view) from the comfort of a 10’ tall roller skate atop the VIP rooftop lounge. Complementary Grey Goose cocktails flowed freely upstairs, while nearly 1,000 people downstairs enjoyed specially priced Grey Goose cocktails throughout the night. (Side note to all those in the liquor biz: sponsoring a VIP party in exchange for drink specials at the attached party is a great sales tool. Approximately 50 cases of Grey Goose Vodka were consumed that night, and only 15 were donated for the party above.)

Girls on roller skates walk out of a time machine onto the red carpet

Actor Heath Freeman and actress Kelly Monaco in the green room (literally)

Actress Ashley Greene and actor Shiloh Fernandez

The Grey Goose Vodka activations were a huge success as were a number of other experiential marketing programs I saw, including Bacardi USA’s Level 42 Vodka.  If only I could clone myself; then I could have experienced everything!    The sponsors and clients were equally pleased, and the SXSW action is never to be missed.

Like all good things, SXSW must eventually end.  It’s probably for the best; everywhere you look are exhausted Austinites. House guests crowd the airports. The city is littered with festival aftermath: band fliers, pasted movie posters, and hung over residents. There’s an audible murmur in the air as internal organs everywhere give thanks that nightlife is returning to normal.  It has been exhausting, but fabulous.

Bacardi’s experiential nightlife activation on tour with the Black Eyed Peas is enjoying some great press, a few samples of which you’ll find below. We promise a more in-depth look at the tour in the near future!

Bacardi and BEP Jacksonville Tour Stop - Ponte Vedra Recorder

Bacardi and BEP Atlanta tour stop - Gwinnett Daily Post

Bacardi and BEP Atlanta Tour Stop - AJC.com

Bacardi and BEP Charlotte Tour Stop - Creative Loafing

Bacardi and BEP Nashville Tour Stop - Nashville Metromix

Bacardi’s experiential activation on the Black Eyed Peas’ “The E.N.D. Tour” is off to a roaring start!  After the BEP show at American Airlines Arena in Miami Beach, the Peas attended the Playboy Super Saturday Night Party presented by Bacardi.  Fergie and will.i.am broke into a spontaneous performance in the wee hours of the morning, surprising guests and press alike.  Below is a sampling of the press.

Bacardi and BEP - Hollywoodlife.com 2.8.10

Bacardi and BEP - LAtimes.com 2.8.10

Bacardi and BEP - Micahjesse.com 2.7.10

Bacardi and BEP - NBCmiami.com 2.6.10

Bacardi and BEP - Stylelist.com 2.7.10

Bacardi and BEP - E! Online

Javelin is taking Bacardi on the Black Eyed Peas “The E.N.D. Tour”, bringing the brand to life in an experiential nightlife program for consumers 21+ in key markets.  With the tour just launching there’s not time to write yet, but we thought it would be fun to share these photos for now.  More to come when possible!

BEP private meet & greet with Bacardi USA executives at American Airlines Arena on February 6, 2010 in Miami, Florida

Jon Maurice, Black Eyed Peas, and Donna Meier

As the newest, youngest member of the Javelin team I still get a little starstruck around celebrities.  My first encounter was in March of this year while executing Bacardi B-LIVE at Winter Music Conference.  The team still teases me about going a little crazy when I saw Bridget from The Girls Next Door and P Diddy.  So imagine my excitement when I learned I would be traveling with Donna to NYC for the Rock N Roll Hall of Fame 25th Anniversary Concert at Madison Square Garden!  Fortunately for me Donna was pretty excited about these legendary performers too, so at least I wouldn’t be as embarrassed when I saw Bono and (internally) flipped out.

Each day we made sure to be on site the minute sound checks started, and we didn’t leave until the last artist left the building.   We were there to manage the Bacardi Lounge, which turned out to be the best celeb spotting location.  We laid eyes on Aretha Franklin, Sting, Bruce Springsteen, Mick Jagger, Bono, John Fogarty, Tom Hanks, Fergie, ZZ Top, Steve Van Zandt, Annie Lenox, Patty Smith, David Crosby, Paul Simon, Stevie Wonder, James Hetfield, Billy Joel, Glenn Close, Penn Badgley, The Imperials…just to name a few.

I can’t decide if my favorite moment was watching sound check for U2, Black Eyed Peas and Mick Jagger, or leaning on the stage while Bruce Springsteen and Billy Joel performed, or seeing Simon and Garfunkel back together again.  It was a once in a lifetime experience I’ll never forget.  The photos below aren’t the best, but they’re mine, and I share them with you.

Javelin is many things – it all depends on the brand identity, target consumer, budget, and goals.  Here’s a glimpse of what we are today.

Organic social media presence kick-started the WeLikeBike42 experiential brand activation. 42BELOW Vodka’s native New Zealand is known for its sense of adventure and environmental conscience.  In that spirit, the brand selected 42 cyclists to ride from NYC to LA in a massive celebration of biking culture.  After training, a kickoff party, and an appearance on The Today Show, the riders parted ways to conquer a northern route and a southern route.

This video features photos taken by a variety of the riders as well as a couple by Javelin crew members. It’s a stunning display of appreciation for beauty in nature, adventure, and the sheer joy of living.

In major markets along the way, consumers cheered the riders on at parties hosted by 42BELOW Vodka, complete with the brand’s signature Caipiroska 42. Fans could join the journey by reading the individual riders’ blogs and Twitter accounts, and by following the tour at @WeLikeBike42.

Over 58 days riders witnessed some of the most beautiful scenery the country has to offer, pedaled a combined 8,549 miles, and exceeded their goal of getting 20,000 followers on Twitter.  In turn, 42BELOW made a $42K donation to the Alliance for Biking & Walking at the finish line event.

With more than 125K WeLikeBike42.com page views, 4.9 million blog views, radio reach of 2 million, 1.45 million over-the-road impressions, and more, 42 Below’s We Like Bike had an experiential program reach of more than 72 million. This extensive reach would not have been possible without the robust social media presence the riders brought to the experience through their blogs, Twitter, Facebook, and Flickr accounts.  Cycling enthusiasts, adventure devotees, and lovers of the vast beauty found across the United States all found something compelling to participate in, over and over.

Most people do not know Ruby personally, but many know someone who shares in her struggles. At one point in her life, Ruby weighed 700 lbs and was told she would die if she didn’t lose weight. She now watches what she eats and is exercising daily. The daily struggles she experiences are documented on her show Ruby, which airs on the Style Network.

Obesity is a problem in every state. In forty-nine out of the fifty states, at least 20% of the population is obese (Colorado has a 15% obese population).* The fight against obesity needs a dynamic spokesperson and the Style Network has definitely found one in Ruby.

Ruby is traveling to 5 key markets this summer to inspire her fans to become more active. She feels if she can do it, anyone can. She leads her fans on a short walk to show them how easy it is to be active. Many who are already active join the walk in support of Ruby’s dedication and determination to live a healthy life.

Ruby, walking for health and to inspire others

After the walk Ruby meets with every last fan. Most meet and greets I have attended involve the talent saying how nice it is to meet, then they sign a photo, and you are on your way. That is not Ruby’s style.

Ruby thanks a fan for walking

As account executive for this program, I have spent multiple weekends this summer with Ruby and her fans. The interaction she has with them truly is amazing. She will sit and talk with individuals for as much as 20 minutes at a time. She wants to make sure they know they aren’t alone and she is there to support them. I have seen her give out her personal email address to fans just so they can contact her anytime they need someone to talk to.

Ruby's style of meet and greet

Ruby is an exception to the rule when it comes to reality television. She is not using it as a platform to become famous; she merely wants to help those who need a little push in the right direction.

*http://www.cdc.gov/obesity/data/trends.html

Our account execs and production crew are immersed in the minute-to-minute logistics involved with any event we execute, and handle everything (good and bad) with grace. My time is spent marketing the agency, so I’m not often exposed to the intimate machinations of events. After this recent experience, I have even more respect for my colleagues.

Vice President Joe Biden visited St. Louis in April to attend a Democratic National Party fundraiser and to preside over the “Middle Class Task Force” assembly at UMSL. I was invited to drive in the motorcade for two days, and I readily accepted. How difficult could this be, right? As it turns out, a bit.

Vice Presidential motorcade

After passing a background check and assembling the most conservative look I could muster, I arrived for briefing. Instructions were reviewed, swag was given (two pins), assignments were doled out, and then we waited. Eventually the other drivers departed, and after a little more waiting, I drove my advance team lead to the airport and checked in with Secret Service a few minutes late. The SS doesn’t care about traffic issues – late is late. The car was swept, sniffed, and cleared. A security badge was affixed to my jacket.

I followed Secret Service onto the tarmac just minutes before our “cargo” arrived. Dr. Jill Biden (the VP’s better half) and one assistant stepped off the plane and into a bulletproof Mustang driven by Secret Service. Her press secretary and another assistant stepped into my vehicle and then we were off in our four car motorcade: Secret Service, Mustang, Secret Service, me.

Blue and red flashing lights cleared the way until we reached the highway, and then there was nothing to indicate we were a motorcade unless you count the SS car swerving around in front of me. It’s not easy to stay right on the bumper of a swerving, speeding SUV…in the first part of rush drive time…without crashing…and with an already airsick passenger. I began to think this was a very, very bad idea. Several quick lane changes were made and I had to drive aggressively to follow my orders, which were DO NOT GET SEPARATED UNDER ANY CIRCUMSTANCES. One SUV would not allow me to change lanes and became irate when I quickly followed White House instructions to GET INTO THE LANE NOW. Road rage ensued. The angry driver chased us for almost two miles, swerving toward me and the vehicle in front of me, as if to drive us off the road. The guy has absolutely no idea how close he came to prison. I know exactly how close I came to losing my cookies. When Dr. Biden opted not to go out to dinner that evening, I was quite relieved. I had to steel myself for the next day.

Friday morning, after chucking the conservative look, I arrived at my post for two hours of getting swept, sniffed, and in the right formation. Ultimately my cargo was a press liaison, and film equipment for the Sixty Minutes documentary crew. I delivered everything to UMSL, the site of the “Middle Class Task Force” assembly…and then waited for three hours. In the vehicle. With no radio. In the sun. I completed all the work I’d brought with me and was losing my mind. I don’t wait so well, apparently. I entertained myself for a few minutes by taking photos of my sassy red shoes, ate a vice presidential pear, and got a sunburn on the left half of my body.

Finally I received orders to deliver Dr. Cecelia Rouse, Council of Economic Advisers, to the airport and then deliver the Sixty Minutes equipment to Air Force 2 at a private airport. The other drivers would take the VP entourage to two goodwill stops involving youth, then rendezvous with everyone at Air Force 2.
Almost three hours went by while I waited with an FBI leader, assorted community muckety-mucks, and many Secret Service men. Ask me what kinds of crimes are handled by which agency…go ahead, I know now!

When the motorcade was near we got into place by Air Force 2. The wind was pretty strong, the jet engines added to the gale…and I was wearing a skirt. The drivers and other volunteers joined the lineup, and then the greetings began. I‘m not sure why, but I got a handshake – and then a hug.

I think it was the shoes.