I recently attended a Maroon 5 and Counting Crows concert at Cricket Pavilion (it was GREAT, by the way). As we were patiently waiting between Augustana’s performance and Maroon 5 first appearance on stage, the large monitors used to provide the audience with up-close shots of the performers were scrolling “green” facts. The monitors were semi-interactive, displaying questions like “How many plastic water bottles are put into a landfill each day?” and then providing multiple-choice answers. Finally, it revealed the correct answer – more than 100,000 bottles.
At first, I missed the connection and just assumed this was a newer form of advertising. And pretty smart at that, given the captive audience with such a defined demographic. And for a green company, I suppose it makes sense to advertise at concerts where younger generations will be present. They’re more receptive to green messages and have the ability to make a larger impact over the course of time. But as more messages scrolled across the screen, I found out that Reverb, a company aimed at promoting environmental sustainability, was founded by an environmentalist and popular musician (Guster guitarist/vocalist Adam Gardner) and primarily works within the music community.
Reverb coordinates eco-friendly processes and products for popular tours. They have booths set up at each show, advocate the use of BioDiesel fuel for tour buses, help recycle at concerts and on the road, provide eco-friendly merchandise and offer other green services. What a cool thing! I really liked this idea and thought I would share it with you.
Aside from Reverb, advertising on concert monitors is a great idea – especially if you have a well-defined target audience. I wonder if this will catch on. I can’t recall ever seeing a commercial at a concert, although there sure are an over-abundance of sponsorships.