Sour Patch Kid’s have opened a house in Brooklyn called, “The Patch,” for indie bands on the road who need a place to stay. The Patch is a four-bedroom two and a half bathroom house in a historic landmark building located in Brooklyn, New York. The catch is, bands that plan to stay at The Patch must provide the brand with a certain amount of media content that Sour Patch Kids can distribute through out their Tumblr, Facebook, Twitter, and Instagram accounts. “An artist who stays in the house for a day or so will only be obligated to create a small number of social-media posts. In the event that an artist stays longer, the output is expected to be more substantial, though the type of content is up to the artist. It doesn’t necessarily even need to be musical.”
The Patch has already been booked up through the end of the year with indie artists such as Tame Impala and Magic Man. The brand is already in the works to open an Austin Patch by 2015 for South by Southwest. I think this is an interesting concept. It is not like any other advertising ideas that come to mind. I find it interesting that Sour Patch Kids is interested in the indie music culture rather than trying to reach a larger audience with more mainstream artists. I will be interested to see what is to come of The Patch in the future.
Willens, M. (2014, November 3). Sour Patch Kids Opens House For Touring Bands | CMO Strategy – Advertising Age. Retrieved November 3, 2014, from http://adage.com/article/cmo-strategy/sour-patch-kids-opens-house-touring-bands/295671/
(2014, November 3). Retrieved November 3, 2014, from http://gaia.adage.com/images/bin/image/xx-large/The_Patch_2.jpg?1414772679
(2014, November 3). Retrieved November 3, 2014, from http://gaia.adage.com/images/bin/image/rightrail/The_Patch_Halloween_Party_TJ_Mizell.jpg?1414772698