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Coming off of a brand positioning reset, Gildan was looking to increase brand recognition and trust amongst their target audience of Millennials. Specifically, Gildan aimed to align with music.
They sought a partnership that offered multi-platform extensions including, but not limited to: custom content, social media, and live events.
TuneIn aligned Gildan with one of the most popular music festivals in the country: Outside Lands Music Festival in San Francisco.
Always on Station – In the weeks leading up to the festival, Outside Lands Radio was on 24/7, allowing fans to listen to songs by festival artists past and present. The human-hosted station included station IDs, song intros/outros with brand integration throughout every hour.
Custom Podcast Series – TuneIn produced a 5-episode custom podcast series entitled "The Road To Outside Lands". The podcast chronicled two buzz-worthy bands; Dawes, and Mondo Cozmo and explored how they stay comfortable when they're away from home. Gidlan was seamlessly integrated with the theme of “Comfort."
Promotional Video Content – To expand the reach of the podcast and station, TuneIn produced custom video content which was shared across social media properties.
Live Stream Event – The program culminated in an exclusive 3 day audio live stream of select sets from the festival. The live stream event was promoted with high-impact custom takeover units on the TuneIn platform along with social media posts from TuneIn, festival organizers, and participating festival artists.
The campaign resulted in millions of earned impressions and positioned Gildan as a brand that's in-the-know and in touch with the needs and wants of Millennials. Outside Lands Radio presented by Gildan became one of TuneIn's most listened to music festival station, ever.
