Genius IQ/BBQ 2019
On September 7, 2019 in Brooklyn, Boost Mobile partnered with Genius as the title sponsor for Genius’ annual experiential music concert festival, Genius IQ/BBQ.
Leading up to the event, Genius launched a multi-touchpoint program that leveraged its popular trivia platform to meaningfully integrate Boost Mobile’s messaging across bespoke content, high-impact media, and in an in-store activation.
The goal for IQ/BBQ is to bring together everything that makes the Genius’ platform unique: up-close-and-personal performances by music’s biggest names, trivia powered by its collective music IQ, and its influential community of engaged music fans.
I served as the lead producer for this integrated campaign which consisted of the following; music festival with 7 performers, 3 DJs, 3 event photographers, brand integration during the event, Boost Mobile In-Store social trivia activation, custom content microsite hub, custom editorial, custom trivia Instagram Stories, 4 Sponsored Genius Test episodes, on-the-ground day-of social coverage, Genius Test on-site activation and photo moment for social sharing.
Genius IQ/BBQ Event
The event was headlined by 21 Savage and featured performances by Doja Cat, Lil Tjay, Ann Marie, Omar Apollo, Yung Baby Tate, and Destiny Rogers. Genius IQ/BBQ also included DJ sets by JINX, S.WHiT, and VRYWVY, as well as barbecue, refreshments, and immersive music trivia.
The event had knockout performances, social photo moments, delicious food, and a winner was crowned the ultimate hip-hop and R&B scholar through the multiplayer music trivia game.
The Boost Mobile entryway at Genius IQ/BBQ was a streamlined branded footprint that included The Genius Test, branded prizes, and branded charging stations – all within one immersive experience.
Custom In-Store Activation Music Trivia Instagram Story
To create local excitement for Boost’s IQ/BBQ partnership, hosted a live Music Trivia at Boost Mobile’s Fulton Store in Brooklyn. Customers who participated received guaranteed preferred entry to the event and Genius captured content from the in-store experience on Instagram Stories to extend the local event to a national level.
Custom Social
Trivia Tuesday IG Stories
As a lead up to IQ/BBQ, Genius extended Boost Mobile’s ownership of trivia to Instagram through a series of “Trivia Tuesday” Instagram Stories, which featured questions that highlighted the brand’s messaging: super fast, super reliable, and more.
Custom Editorial Content
-
Announcing The Third Annual Genius IQ/BBQ Live Concert With Headliner 21 Savage
-
Everything You Need To Know About This Year’s Genius IQ/BBQ Line Up
-
Here’s A Look At Our Third Annual Genius IQ/BBQ Live Concert With Headliner 21 Savage