2. MEET OUR INTERNS - AN EAGER GROUP OF
INDIVIDUALS WHO WANT TO HELP
Kelsey Damassa Omar Tucker Anna Buchbauer
Lucas Thomashow Alexandra Milburn Patrick Conner
3. WE ISSUED THEM THE FOLLOWING
CHALLENGE
CREATE A QUICK STRIKE PROGRAM THAT THEY WILL
DEVELOP AND EXECUTE TO HELP MYMUSICRX ACHIEVE
THE FOLLOWING
CONNECT OUR BRAND WITH AMPLIFY AND EXTEND OUR
PARENTS SOCIAL PRESENCE
While our media inventory will effectively reach music When reaching out to artists, influencers and music
lovers, we don’t have a specific effort dedicated to reaching lovers, what are the specific actions that we need them to
parents, an audience with a high propensity to give. take through social media to spread to the word?
4. THEIR SOLUTION WAS REVOLVED AROUND
THE FOLLOWING TENTPOLES
CONNECT OUR BRAND WITH AMPLIFY AND EXTEND OUR
PARENTS SOCIAL PRESENCE
Create meaningful connections
Social by design
Build locally, export nationally
5. THEIR IDEA WAS SIMPLE, YET POWERFUL
CONNECT OUR BRAND WITH AMPLIFY AND EXTEND OUR
PARENTS SOCIAL PRESENCE
Create meaningful connections
Social by design
Build locally, export nationally
I
NY
6. WHAT IS “I RX NEW YORK” EXACTLY?
I =
A guerrilla marketing program aimed towards parents
and music fans in New York City. The program involves
two key components
NY
I. Street teams that are physically educating parents
on MyMusicRX, getting them to download the
mobile app.
II. Participants are encouraged to fill out a physical
music prescription and take a photo to upload and
share
7. THEY STARTED BY LOOKING AT RELEVANT
LOCATIONS AND EVENTS IN NEW YORK
I
PARKS AND RECREATION
NY
CITY EVENTS
Look towards areas like organic markets, music events at
parks and partner retail spaces where parents congregate. Pick out specific family friendly events in NYC that happen
in the summer months.
8. THEN TRANSLATING THE “MOOD METER”
AND “PRESCRIPTION PAD” INTO A CARD
Front
PROUD
Back
TAKE THE DIGITAL CONCEPTS OF “MOOD MAKE THEM INTO A PHYSICAL
METER” AND “MUSIC PRESCRIPTION” PRESCRIPTION
9. THE INTERNS JUST HAVE TO GO IN MARKET
AND HELP MAKE IT SOCIAL
#MUSICRX
#MUSICRX
GET PARENTS AND MUSIC LOVERS TO FILL
UPLOAD PHOTOS OF PEOPLE WITH THEIR
IN THEIR PRESCRIPTION AND DOWNLOAD
PRESCRIPTION USING #MUSICRX HASHTAG
THE APP
10. WHAT ARE THE IMMEDIATE BENEFITS TO
MYMUSICRX?
Increase awareness and engagement among parents
Increased mobile app download and music purchase
Reason for engagement in Instagram and Twitter
11. AND AN EXPORTABLE GUERRILLA TACTIC
THAT CAN BE USED IN ANY MAJOR CITY*
PORTLAND, OR
NEW YORK, NY
CHICAGO, IL
DENVER, CO
LOS ANGELES, CA
HOUSTON, TX
*CITIES PICKED AS PLACEHOLDERS
12. HERE’S AN OVERVIEW ON HOW IT ALL
WORKS TOGETHER
#MUSICRX
#MUSICRX
Digital Music Prescriptions Physical Music Prescriptions #MUSICRX
Currently, music fans can see (through The interns will physically go out to key Images and video will be captured of
MMRX.org) how MMRX kids are feeling locations/events throughout NYC and each participant. With their permission,
and prescribe a song through a digital recruit people to fill out a music we will then upload that content onto
prescription pad. prescription and direcc them to our social properties and encourage
download the MMRX mobile app. them to share via their social network.
Our goal is to translate this digital
behavior into a physical one in order to They will recruit people in high traffic All content will be connected via
add more depth and meaning to the and parent friendly environments such hashtag #MusicRX, inspiring others to
action as the Converse store in Soho, Parked repeat the same action
Food Cart Festival and Lincoln Center
Out of Doors Family Day
Translate digital action into a Educate, engage and create Establishing a digital action
physical behavior advocates in key locations in unique to MMRX
NYC
