Dates of Event February 27 – March 4, 2007
Dr. Marten’s FREEDM campaign kicked off in San Francisco with
an incredible free evening of music combined with a visual art gallery
exhibition featuring the work of Shepard Fairey and 22 emerging FREEDM
artists and many other fun and unique elements. FREEDM Night @ Noise
Pop drew over 1,100 people and according to the SF Chronicle Website
included “one of the most exciting bills of the week, featuring
comedian David Cross ("Mr. Show," "Arrested Development"),
blog superstars Tapes 'N Tapes, plus a punk-rock marching band and
sleazy electro-clash act that looks a bit like Ron Jeremy and has a
propensity for performing in the nude. Talk about getting things off
with a proper bang.”
Other events included:
A Night of Instant Calm
Presented in conjunction with McSweeney’s and Wholphin - over 100 people joined us at Mezzanine for an evening of short films and readings. First McSweeney’s and 826 Valencia’s best read from their work, featuring Chinaka Hodge, Evany Thomas, Salvador Plascencia, and Wells Tower. Then Wholphin provided hilarious, touching and innovative short film selections from their popular DVD magazine series. The crowd loved it and it was truly a special and unique event during Noise Pop.
Alissa Anderson Portraits @ Triple Base Gallery
Featuring photographs of the contemporary San Francisco music scene.
FREEDM Films
FREEDM Films provided the opportunity for entrants to share their unique point of view with the Noise Pop film festival audience. Film Fest goers received a FREEDM Films program guide and a FREEDM bumper was shown before each screening.
NPI worked closely with Dr. Marten’s USA to bring their FREEDM campaign to life in San Francisco in conjunction with the 2007 Noise Pop Festival. This included reaching out and developing partnerships with artist Shepard Fairey (OBEY/GIANT), McSweeney’s, 826 Valencia, Triple Base Gallery and other well-established curators, tastemaker cultural organizations and venues in San Franciso. NPI also built out a complete FREEDM event program, developed and designed web, print and street promotional materials. NPI integrated FREEDM into the Noise Pop Festival experience, providing a multi-sensory experience with a focus on engaging the audience in new and interesting ways.
Continual collaborative consultation with Dr. Martens staff, local marketing activists and national media and marketing partners to develop vision for FREEDM @ Noise Pop 2007 through meetings, phone conference calls and research.
Produced four unique FREEDM events including talent booking, marketing, budgeting, coordination, staffing and on-site management.
Built a registration website for FREEDM attendees linked to Dr. Martens FREEDM2.com site and the Noise Pop Festival website.
Produced FREEDM web banners, print advertisements, posters, radio spots and other promotional materials.
Hired videographers and photographers to document FREEDM events.
Radio Promotions: On-Air spots for FREEDM Night directing people to FREEDM2.com on San Francisco commercial alternative station Live 105 plus on-air event calendar listings and ticket giveaways on Bay Area college stations KUSF, KZSU, and KALX
Online Promotion: Event Listings, Web Banners and FREEDM @ Noise Pop message included in all 2007 Noise Pop Festival email blasts and numerous email newsletters from websites The Tripwire, SF360, Live105.com, SFStation, SFist, SFBG.com, Lala.com, WOXY.com, theFADER.com, Fecalface.com, Film Arts Foundation, Pitchforkmedia.com, Flavorpill and others, many including FREEDM event giveaways.
Press: A comprehensive online and print media press campaign by +1 PR featured FREEDM @ Noise Pop.
Branding: The FREEDM logo appeared in the Noise Pop 2007 Festival Program Guide, on all Festival posters, flyers, and advertisements and next to any text listings for FREEDM events. The logo was also included on the Noise Pop website sponsor page, in the Noise Pop Newsletter and Program Guide sponsor page.
Editorial: There was a full color FREEDM section in the Noise Pop 2007 Program Guide showcasing young and emerging writers and visual artists’ work including many FREEDM2.com submissions.
Yellow Objects: Yellow FREEDM objects including bicycles, books, vinyl albums, chairs, typewriters and other items were distributed inside and on the surrounding streets of FREEDM @ Noise Pop event venues Mezzanine, Alternative Television Access (A.T.A.), and Triple Base Gallery.
NPI brought together established and emerging artists with a series of successful events for Dr Martens FREEDM campaign, introducing FREEDM to the San Francisco Bay Area. Over 2,300 individuals signed up for complimentary tickets to FREEDM Night with more than 1,100 people attending. Additionally the media campaign included over 3,000,000 impressions. FREEDM @ Noise Pop received extensive press coverage locally and nationally.
“… The opening night of Noise Pop was fulfilling. The evolution of the festival is impressive and after last night I see why it has had such fortunate wellbeing. The focus is on the fans, we are the ones being catered to and it’s about us having a fun time.” - Ovahere.com
"David Cross, king of the hipsters, on the decks, spicy corn in a cup, tacos, lots of booze, free screen-printed t-shirts, it was like a magical happy land… and I loved every minute of it.” - ny2lon.com
“... ' I hadn’t really been outside of my bubble yet as far as showing my stuff, so this is a huge venue for me,' says J. Asher Lynch, a painter from Miramar Beach, Florida whose work was displayed at the San Francisco show. 'I don’t even think I’d be painting the same way if it wasn’t for events like this and Web sites like this, where you can view other people’s art.'... ” – WIRED Blog