Audrey Eden
Program Examples
TARGET - GIRLS NIGHT IN
CLIENT: TARGET
BRIEF: NO BRIEF, NO BUDGET INITIALLY ALOTTED, as this was not originally planned.
MY ROLE: 100% Conception, Partnership Development, Creative Development, Talent Outreach, Target Department Integration, Internal Agency Client Pitch & SALE, Pre-Production
PROJECT: Leveraging online influencers, local celebrities and seasonal sales initiatives to create home-based Influencer events.
NOTEABLE: When I changed agencies prior to execution, Target changed agencies and insisted that I ran the program.
📄 Target - Girls Night In PDF
Google Drive
COCA-COLA - #REACHUP
WHAT: COCA-COLA SPECIAL OLYMPICS CAMPAIGN PROGRAM
CLIENT: COCA-COLA
GOAL: Create an Entertainment-Based version of their Unified-Sports campaign
PROJECT: Create an Anthem for The Special Olympics & Behind the Scenes Video
MY ROLE: Exec Producer: Evaluated & Secured Musical Talent, Selected & Licensed Track, Set Up & Oversaw Studio Recording as well as ancillary content INCLUDING Behind the scenes Video & Photos.
EVENTS: Full-Scale PR Launch including GMA, morning talk show circuit. Billboard in Times Square, etc. As a result of the success, We were asked to "Open" the Games at the LA Coliseum with a live performance for over 50K people.
FUND RAISING: Coca-Cola promoted that for everyone who shared #REACHUP, they would donate $1, up to $100k
Coca-Cola and Special Olympics Present: The Story Behind #ReachUp
youtube.com
Coca-Cola and Special Olympics Present: #ReachUp
youtube.com
NOTEABLE: Madison Tevlin (one of the girls from the video) has continued to reach out to me for support throughout the years. This has successfully included my writing of her tag line "I have Downs Syndrome, and it's the Least interesting thing about me". (This line has been so successful, she has sold merch with it on it, etc. Additionally, as a result of her burgeoning fame, I was asked to help secure her a major talent agent, which I coordinated. She is now represented by UTA.
Assume that we can and we just might surprise you ❤️
youtube.com
AMERICAN EXPRESS - PAIRINGS
WHAT: PAIRINGS
CLIENT: AMEX
AUDIENCE: 100 Top American Black Card Members
EVENT: INCREDIBLY EXCLUSIVE PRIVATE CONCERT, GOURMET MEAL AND WINE TASTING. (MUSICAL ARTIST & CHEF COLLABORATED ON MENU & SET LIST
MY ROLE: Refined and pitched concept to American Express. Researched and booked all musical and culinary talent (and their teams), managed High-level Amex relationship, Worked with artists and Chefs to develop co-branded menus, Booked venues, Coordination of all content capture, Gift items for guests, transportation and Full production on all events - (i.e. Sting had a well which required removing...in Italian...)
EVENTS:
- Dave Matthews & John Besh @ Mondavi * (The work done on this eventually led to the creation of Dreaming Tree - which I had a hand in)
- Sting & Trudie & Joe Sponzo @ Tuscany
- Tim McGraw & Tim R @ Nashville Train Station
- Ben Harper & Chris Cosentino @ Napa
- John Legend & Tom Colicchio & Kraft Steak
ANCILLARY PROMOTION: Video Content Series produced for Food & Wine Magazine and American Express
Pairings: Joe Sponzo, Sting and Joel Peterson | Food & Wine
youtube.com
VOLKSWAGEN - AREA #41
WHAT: AREA #41
CLIENT: VOLKSWAGEN
LOCATION: The GORGE VENUE, WA
BRIEF: Extend VW's Annual Sponsorship Strategy of FAN Sponsorship by sponsoring the DAVE MATTHEWS BAND FAN MEMBERS through a once-in-a-lifetime-weekend
MY ROLE: Concept (I was also responsible for the longer term VW/DMB sponsorship), Outline, Pitch and Sell into VW & DMB. Worked with DMB to deliver as personal and creative an experience as possible (e.g. Morning Yoga was taught by Dave's Yoga Teacher, Created Street Signs that listed either a DMB track or a VW Model (i.e. "Meet you at the corner of Grey Street and Passat), Site included an Oversized "What Would You Say" Chalkboard for messages. Responsible for all production, outreach to fans, outreach to key media, etc.... Ensured subtle but USEFUL integration of VW onsite. Managed events on site.
EVENT: Special VIP Camp Area, Amenities, Access, Activities and Performances for 3 Days at the DMB Labor Day Gorge Performance
AREA #41 INCLUDED:
- Special Area 41 "Housing"
- Exclusive Bathrooms with Showers
- Bathroom Amenities
- Daily Morning Smoothie Bar
- Morning Yoga Classes
- VolleyBall Court and "Tourney"
- 3-day Jenga Tournament for the chance to meet Dave
- Private Concerts from Opening Acts, A Q&A Session with Carter
- VIP transportation to and from show
- Post Concert Movie Nights
Dave Matthews Band at the Gorge - Rolling Stone →
CHIAT-DAY/PEDIGREE
PROGRAM: PEDIGREE POP-UP STORE
CLIENT: PEDIGREE
LOCATION: TIMES SQUARE
PROGRAM OVERVIEW: In order to off-set their high-end Westminster Sponsorship, Pedigree wanted to highlight their "We're For Dogs" campaign and show that meant ALL dogs.
MY ROLE: Brought in by Chiat to Executive Produce this event & Built a Central-Park Theme Pop-Up Store in the middle of Times Square. Partnered with a local shelter. Guests were invited to come in, have a cup of cocoa (it was winter) and meet and play with many different types of sheltered dogs. They were offered the opportunity to learn about the best type of dog for their family, to share stories about their family dogs.... It was ALL about the dogs. Responsible for relationship with Pedigree Execs, Securing Celebrities, Permitting, Production, Special Events, etc...
NOTE:
- NO Pedigree-only merch was present or on sale.
- 50K+ people visited per day.
- ALL the dogs that were brought in, were adopted.
ANCILLARY PROMOTION: We supported this through a noticeable placement in Central Park, Through Taxi TV and through the use of David Duchovny as the voice for the campaign.
Pedigree Dog Store Recap
youtube.com
VOLKSWAGEN - AUTOBAHN
PROGRAM: VW/MOMA/KRAFTWERK
CLIENT: VW
LOCATION: MOMA & NYC
BRIEF: Leverage VW's sponsorship of MoMa, while emphasizing the technology of VW.
SOLUTION: Worked closely with MoMA to bring and produce an 8-night Kraftwerk Retrospective performance run. Kraftwerk, a longtime leader in the cross over between music & tech.
MY ROLE: Worked with Kraftwerk and MoMa team to integrate VW wherever possible. Created a Social Campaign that required fans to submit a .GIF in order to be in the running for tickets (Tix were onsale online for $10k+). Entries, posts and moments from the show were projected against screens throughout NYC.
In addition - as transportation is challenging in NYC, we provided a fleet of VWs to drive our winners and then random residents to and from locations - creating an organic Ride 'N Drive.
#RSFans at Kraftwerk: One Fan's Photo Diary - Rolling Stone →
SNAPPLE - TEA WILL BE LOVED
PROGRAM: SNAPPLE FOR GOOD
CLIENT: DPSG
LOCATION: NATIONAL
BRIEF: Find a way to leverage Snapple's pop culture relevance to create charitable donations.
MY ROLE: Concepting and sale of idea. Research, negotiation and securing of Talent. Created a Custom Flavor with Maroon 5- Maroon 5 - "TEA WILL BE LOVED"- (available at all standard outlets, we were able to secure End Aisle Displays, Interest in PR from media outlets, etc., Managed relationship with DPSG, Maroon 5 and attended Retailer conferences.
Maroon 5 Create New Flavor for Snapple
youtube.com
JOHNNY CASH ESTATE - FOLSOM
PROGRAM: FOLSOM, CA & JOHNNY CASH
CLIENT: JOHNNY CASH ESTATE
LOCATION: FOLSOM, CA
BRIEF/PROBLEM: FOLSOM REQUESTING TO OFFICIALLY UTILIIZE JOHNNY CASH'S N&L
SOLUTION: DENIED REQUEST BUT PROVIDED ALTERNATE SUGGESTIONS
📄 Folsom PDF
Google Drive
CONVERSE - STUDIO C
PROGRAM: STUDIO C
CLIENT: CONVERSE
LOCATION: NYC AND THEN NATIONWIDE TOUR
BRIEF: PROVIDE A MUSICAL EXTENSION TO THE CONVERSE BRAND THAT WOULD CREATE, SUPPORT AND PROMOTE UP & COMING MUSICAL ARTISTS
SOLUTION: STUDIO C
MY ROLE: CREATIVE CONCEPTING, CLIENT PITCH, REAL ESTATE NEGOTIATION, SOUND PROFESSIONAL NEGOTIATIONS, MANAGED RELATIONSHIP WITH CLIENTS, REAL ESTATE AGENTS, SOUND PROFESSIONALS, ESTABLISHED "MENTOR" ARTISTS AND PR
END RESULT: THIS EXACT PROPOSAL BECAME RUBBER TRACKS - (SOMEHOW SOLD IN BY OUR DIRECT COMPETITOR)
📄 Converse - Studio C PDF
Google Drive