Now that the festival is finally over, I got a chance to check out my schwag bags in more detail. I got one from Interactive, Film and Music.
Now, from my experience as an art director, I can’t think of many worse projects than designing a piece of free ephemera to go into a trade show bag. There’s no real budget, it’s getting shoved in with a ton of other pieces and the bag might end up in the hands of some idiot like me who doesn’t even look at it until after the festival is done.
Overall, the bags were full of the things you’d expect…postcard-sized artwork, coasters, small branded pads of paper. Each canvas bag was branded with a sponsorship company. For Interactive, it was Adobe. There were lots of trade-specific flyers, a Sharpie key chain (I thought this was cool), different magazines including the most recent How Magazine.
The Film bag was sponsored by the new Quentin Tarantino and Robert Rodriguez movie Grindhouse. Again, tons of flyers for different movies playing during the festival, various trade magazines, and super thick brochure about making films in Georgia.
The Music bag was sponsored by The Duke, which is actually the government-backed, official organizitation representing bands from the UK. This was an interesting piece of branding. A lot of foreign countries will have specific events (Japan Nite and the New Zealand BBQ are among the better known), but only the UK has wrapped itself around a brand identity, in this case a comic book-styled, pipe smoking “superhero.” It’s not a bad idea to package the UK bands as simply as possible. The comic/brochure that came in the bag was beautifully produced. I question its overall effectivness, mainly because UK bands in general are so popular and influential right now. As for “The Duke” himself, he doesn’t really resonate with me. I see the comic book style as a disconnect, but I also understand that it’s a very different look than what’s expected…basically the entire lexicon of British rock iconography (the mod target, punk, scooters, the Beatles, etc).
The Music bag also had a hangover kit: aspirin, liquid coffee, mouthwash and a band-aid, all in a little plastic tube. The label states “distribution by Navarre,” which I’m assuming are these guys. There’s no branding whatsoever, not even a website. This is definitely one of the more clever items in the bag, but I think a missed opportunity for branding.
Also interesting to note is that each bag had a free sample of Nicogel, a cigarette replacement product you wipe on your hands. Perhaps Nicogel heard about the controversial smoking ban that passed in Austin a year and a half ago.
And finally, the Music bag had two condom samples. One was a Trojan brand. Trojan also had street teams handing out condoms the whole week. There’s nothing more awkward than walking down 6th street at 2am and having some dude hand you a condom. And the other was a generic one, but branded by Nail Distribution, with a headline that states “Get Nailed.” (get it?). For some reason, both the Interactive and the Film bags were condom-free, but the implication here can speak for itself.
posted by Bryan Keplesky