FRUKT popped down to check out part of the Clarks Originals Live tour last Friday, which saw welsh favourites The Joy Formidable playing in a Shoreditch warehouse to an eager crowd of competition winners.
There were plenty of branded boxes ticked during the event: the secret warehouse location, the free drinks tokens, the branded lanyard, not to mention plenty of social media integration surrounding the promotion. A little acoustic campfire session pre main show also added a cute touch.
As for the band themselves, they played their hearts out. Or in the case of crazed front woman, Ritzy Bryan, I should say, eyes out. Great stuff.
Music is clearly a good fit for the Clarks brand and developing this offering further, evolving it into a very personal brand experience, will see them building an even greater affinity with their audience.