Innovate and Create? You Can in Michigan.

How do you up the “cool factor” for a client? When Detroit is the birthplace of techno, and the client is the Michigan Economic Development Corporation (MEDC), the wheels start turning. When it’s the 40th anniversary of techno and MEDC is going to SXSW, it’s a no-brainer.

We had a unique opportunity to showcase Michigan as the Land of Great Starts and a thriving tech hub, while taking our audience on a mesmerizing chronological tour of the Detroit-born sound from its inception, through the present and into the future. The message: Innovate and Create? You Can in Michigan.

We had a few places to deliver that message, and one person that we absolutely had to help deliver it: Juan Atkins, the originator of techno.

Using mobile and urban digital, wild postings, social media, artist interviews, and venue partnership, we promoted our day panel discussion on Michigan tech and techno and our techno concert headlined by Juan. Our panel was SRO. We were at capacity (350) with a line at the door for 2.5 of the 4 hours of our show. Our online results were outstanding in lead-gen, CTR and ROI.