Paco Rabanne has partnered up with Universal France on a new music partnership that will showcase live performances, backstage content and digital activity from some of the label’s leading artists.
The French fragrance brand has developed BeARockStar.com in order to highlight the link between its Black XS fragrances and the rock star lifestyle, with the digital hub playing host to a wide range of original music content.
The Black XS Off Shows - a series of nine short films offering exclusive live and behind the scenes access to the likes of Kaiser Chiefs, Two Door Cinema Club and Cold War Kids - can be viewed via the microsite and YouTube, with additional music videos from the artists made available via OFF TV, Universal’s own music channel.
The website will also play host to Your Rockstar Experience, an immersive online game which enables players to put themselves directly into the role of a band member via their webcam and Facebook, by placing a photo onto the head of a pre-recorded musician.
The Rockstar destination will also give visitors the opportunity to win a range of prizes, such as concert tickets, backstage passes, free downloads and Black XS and Black XS Pour Elle fragrances.
It’s a decisive move by Puig (Paco Rabanne’s parent brand), as it endeavours to step up its digital ambitions and drive deeper connections between its brand and music, delivering engaging platforms that offer something above the norm for music fans.
“We established a road map for change and we classified five types of ways to reach people: brand awareness, brand experience, brand engagement, brand loyalty and brand service,” said José Manuel Albesa, chief brand officer of Puig in an interview recently. “The first key PIs that we are getting are really much better than the average results in digital, so it’s really exciting”.