ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

Journeys, Amazon sponsor APMA live feed to get close to fans

Footwear retailer Journeys, Monster and Amazon have teamed up to sponsor the Alternative Press Music Awards and stream it on mobile devices to deliver a more personal viewing experience. 

Music magazine Alternative Press is putting on its third annual awards show, this year sponsored by Journeys and Amazon Music. Amazon Music is supporting the live stream for the awards show, with a pre-show available on Tumblr and the actual event airing on social video community for gamers Twitch?s mobile application. 

"The Alternative Press is a leading voice on underground, alternative, punk music and youth culture," said Michael Becker, managing partner at mCordis. "Twitch is the leading live video outlet for gamers. 

"Bringing The Alternative Press and Twitch together for a live streaming of the ALT Press Awards seems like a perfect marriage of media and audience for Amazon Music," he said. "It is a perfect alignment of form, function, and culture."

Music and mobile
The APMA is an awards show for musicians organized by a music genre magazine, taking place in Ohio. The show aired exclusively online, garnering awareness among diehard fans and facilitating a more intimate viewing experience. 

The red carpet pre-show was also covered and streamed live on the magazine?s Tumblr, along with a wide range of user-generated content congregated together. Users were able to view the actual show on their mobile devices by downloading the Twitch app and viewing the live stream, sponsored by Amazon Music while on the air. 

The Twitch app 

Amazon Music is able to garner more awareness, hopefully inciting multiple new member signups. Journeys and Monster are able to connect with their main audience. 

Live performances were featured during the show such as a Day to Remember, Good Charlotte, Dashboard Confessional, Mayday Parade, The Maine and Papa Roach.

Live streaming
State Farm Insurance similarly sponsored Yahoo?s mobilized live-stream coverage of the National Basketball Association?s trade deadline with humorous video ads that had a sports theme (see more). 

Allstate Insurance also paired college football rivalries with its well-known Mayhem campaign to ignite a battle on Twitter that will see the losing teaming get shredded in a live stream (see more). 

"There are many reasons to sponsor an event list this, including branding, audience and demand generation, audience education, sales efficiency, engagement, re-targeting pool development as well as insight and understanding around behaviors within the target audience being served," Mr. Becker said. "The specific outcomes the sponsors will achieve from a program may vary.  

"The outcomes achieved and delivered will depend on a variety of factors, including the agreement entered into with the media partner, analytics and measurement capabilities that are in place and the form the sponsorship takes (e.g. simple branding vs. an engaging and directed experience driving by an explicit call to action," he said.