Hollister Summer Drop Virtual Concert & Social Promotion Drop
CREATIVE VISION / EXPERIENCE DESIGN / EVENT PRODUCTION / VIP PROGRAMMING
For their three-part 2017 campaign, Hollister sought to capitalize on the hype of Summer Solstice with a blowout activation. Through the production of a thematic event activation with performances by exciting artists, Track helped the brand amplify their ethos: the icon of an endless summer.
Two events were held on June 21st, the official first day of the season, inviting guests in Boston, MA and Austin, TX to experience sunset views and summer vibes. Staggered by time zone, the Hollister curated concert series was dubbed, Summer Drop Live. Each concert was captured on live broadcast. Boston performances by Charlie Puth and Corey Harper and Austin performances by Timeflies and Bea Miller were shared in real time to Hollister’s social audience.
Track handled all elements throughout, including talent/influencer booking, development of pre-event radio promotions, concert production, and ideation of creative touchpoints.