The Challenge:

Connect the dressing room to the green room. Create, develop and execute a unique music promotion and online contest to run in conjunction with maurices in-store and social media fashion promotion, “Small Town Charm.”

The Experience:

“Small Town Sound” became a national quest for the best unsigned, up-and-coming female-fronted musical act in the country. By combining fashion, music, social media, PR, outstanding prizes, and a powerful line up of partner artists—Chrissie Hynde, The Bangles, and Sick of Sarah— to help with promotions and judging, PlayNetwork crafted an interactive, community-based, yet national promotion with music at the forefront. Strategic partner, Sonicbids, built the Small Town Sound microsite and helped to promote contest entries with their base of independent artists.

The Result:

The “Small Town Sound” campaign cemented maurices’ place among savvy, fashion-conscious young women in towns across the US, with passion for style, music, and social networking. 525 eligible bands entered and more than 63,000 votes were cast by 77,000 site visitors. The consumer reach with social media shares and promotional efforts via email, posters and ads, is estimated at more than 2.4 million. Additionally, more than 250 news stories appeared, in publications including Billboard, the New York Post and  SFGate – over the six months as the voting rounds unfolded with an estimated reach of more than 200 million! The innovative, interactive competition strengthened maurices’ tie with their community and introduced the brand to thousands of new fans, proving success can be achieved in the sweet spot where entertainment and retail meet.

“PlayNetwork is an amazing partner, their ability to bring concept, creativity, production and execution has proven their commitment for changing the way music, media, and brands all come together in an authentic way.”
-Lisa Bartlett
maurices Associate Vice President