How do we introduce Telfar’s new shmedium bag to the masses? For an iconic brand that pushes culture forward so much that its influence is even felt in music, it was only right to release a SHMIXTAPE. A vinyl album that’s “not too small, not too big.” Perfectly-sized hype for a perfectly-sized handbag.
We took all the songs that name drop Telfar and made a Shmixtape collectible vinyl that fits perfectly into the Shmedium bag
Spotify X Shmixtape
Telfar partners with Spotify to push the Shmixtape playlist with a link directly to the Shmedium sized bag on the brands website to reach a new audience.
Social
Listening parties and DJ sets are becoming just as popular as traditional concerts and festivals. One of the DJ’s leading the pack right now is comedian and Abbott Elementary star, Zach Fox.
We went to good ol Instagram to post our event flyer/invite to the masses.
The event will be catered by “Sweet Chick” a soul food chain in NY famously owned by rapper NAS who is featured on the Shmixtape.
We got the word out to world but what they don’t know is that we personally invited a few of New York’s finest who are also featured on the Shmixtape.
OOH
Event Recap
At the listening party people will be able to purchase from limited stock Shmedium bags in every color until they sell out (and they always do).
Earned media
Talk of the Shmedium bag’s Shmixtape takes media by storm. Historically black magazine Essence covers Telfars newest innovation and descent into the music world .
NON-TRADITIONAL ACTIVATION
During commercial break, Telfar runs an ad that mimics the Grammys announcing nominees for a new added category “New Musical Product.” Later in the show the commercial will reveal The Shmixtape as the winner.