Category: Events


Intellectual Property in the Social Media

So, we had a new addition to Alchemy, and even though it was extremely difficult for such a control freak (yes, me), she wrote some stuff, too….KMO

On April 26th every year, the World Intellectual Property Organization (WIPO) celebrates World Intellectual Property Day to promote discussion of the role of IP in encouraging innovation and creativity. I was just reflecting upon this while advising copyrights to a potential client regarding the promotion of her children’s music and storybooks. Then our office experienced a social media etiquette faux pas during an online marketing campaign for one of our retail destination client’s outdoor concert festival events.

Alchemy’s marketing for the event

Part of our job was designing all of the graphics needs for posters, signage, print and digital ads, and a collection of imagery to use on social media that would capture Facebook viewing attention and brand this “Peace Love & Wellness Music Festival” for our client, while making this artwork available for use by any of the participating retail tenants, businesses, vendors, and the bands. This particular client uses events as its primary source of marketing, outside of a year-round general branding campaign, and we have fun creating visual identities for each event. The Peace Love & Wellness campaign proved very successful with image likes and shares growing viewership to its 3rd Annual event page more than 100% over last year’s page. The ROI was worth the effort.
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Bringing a Cult Film Festval to Your Town

swede fest palm beach 3We have the great luck of a retail shopping destination client with a 500-seat cultural venue. On the not-so-great side, it’s a challenge to attract patrons and shoppers during South Florida’s off season – the incredibly hot and humid summers (with added bonus of hurricane season). Mainstreet at Midtown is known for its year-round outdoor festivals and events like a 16-week Music on the Plaza concert series (held during the drier and cooler months of the peak social season), its Peace Love & Wellness Music Festival, Children’s Festival, Cool Yule Tree Decorating Contest, and others.

So, we needed a summer event, and it REALLY needed to be indoors.

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We Have Some Reservations…

swede fest 2 palm beachIt’s time for SWEDE FEST™ 2 PALM BEACH. If you’re a fan of MST3K (and you won’t know what that means if you’re not), a swede fest™ is a similar animal. But instead of making snarky comments to two robots about a cheesy science fiction flick, you make your own cheesy three-minute “homage” to a scene from a favorite film, which is known in certain circles as a “swede.”

Why are they called swedes? We’re so glad you asked.

Sf2013_FB_Square1 dateYou probably know indie film festivals have a rich history of showcasing amazing undiscovered talent, where Hollywood insiders troll for the next big thing, where A-list stars promote the small labor-of-love projects they do between blockbusters. A swede fest is an indie film festival with NONE of that going for it.

The key to understanding why is in the “swede” part. A swede is a no-budget, laughably bad remake of a hit Hollywood film – the bigger, the better. The term comes from the 2008 comedy, “Be Kind Rewind,” and was made up to explain the sheer awfulness of their remade films by touting them as European – “swedes” because it sounded really sophisticated.  This film, starring Jack Black and Mos Def, is not exactly a classic — but neither is it comedy kryptonite.

A still from the swede for "Point Break"
A still from the swede for “Point Break” already submitted by some over-achievers.

And bada bing! Next thing you know, there’s an underground sweding craze. Two guys in Fresno invited a bunch of friends to make films starring themselves, then get together to screen them in another homage: to the indie film festival – but without the beautiful celebrities, coolness factor, or bidding wars. And that, my friends, is how we ultimately come to SWEDE FEST™ 2 PALM BEACH.

We’re sweding a sci-fi/horror classic. Nope, not telling. And we have friends sweding “gems” (yes, in quotes, because the following movies are neither precious nor squeal-worthy)  like Ghost, Point Break, Titanic, and The Shining. A full list of the movies reserved for sweding is at www.swedefestpalmbeach.com. You can also buy tickets there to the July 27th festival for the outrageous sum of $5 per person.

And if you are interested in playing director (and star, and editor, and production assistant, etc.), you should call dibs on your movie today. SWEDE FEST™ 2 PALM BEACH allows one entry per film, so if someone else loves Mannequin as much as you do, you could be SOL. The deadline to submit is July 9th at 11:59 PM. Instructions for submission are on the same website.

Guess we should mention that, again this year, we designed all the stuff (logos, collateral, ads, swag, you know the drill), including that groovy low-tech website. Do we love WordPress or what?


SWEDE FEST™PALM BEACH Opens Big!

Any time you work on a brand-new event with a client, there’s always the possibility that — even with a great concept and a clever hook, after everyone’s hard work, late nights, inspired ideas, creativity, sharp copy, media hooks, great pitches, relentless social media outreach, promises from everyone to cover the event, smart media buys, great sponsors, high-profile partners, and every other factor you can imagine — you’ll have a half-full venue. There are so many intangibles you can’t control; then add in that it’s summer, in Florida, during hurricane season, when it usually rains every afternoon from 4:00pm until 7:00pm, it’s hot and humid and hair gets frizzy, people are away on last-minute vacations before school starts and/or work gets back to a more normal schedule, and did we mention it’s summer? And that no one knows what a “swede” is?

Midtown's Belle Forino and Sherri Gedraitis in front of the step-and-repeat using our logo and graphics
Midtown’s Belle Forino and Sherri Gedraitis in front of the step-and-repeat using our logo and graphics

Yet none of that seemed to matter last Friday night when the inaugural SWEDE FEST™PALM BEACH launched to a sold out crowd of over 500 attendees on Mainstreet at Midtown.From the red carpet in front of The Borland Center for Performing Arts through the final credits, this was high-energy entertainment for everyone involved, with “swedes” submitted by amateur filmmakers ages 10 to 60. More > “SWEDE FEST™PALM BEACH Opens Big!”


A Barking Good Time on Mainstreet at Midtown: Valentine’s Paws on Parade

Paws on Parade
Paws on Parade
Be My Valentine?
Be My Valentine?

By the time the sun broke through on Saturday, there were sailors, peapods, skunks, princesses, fancy pink or red dresses, chef’s whites, Sweetheart candies, rhinestone sunglasses, heart-shaped bandannas, Victorian gowns, Argyle sweaters, a variety of hats, tutus,  and an outfit made of balloons interspersed with characters wearing nothing but collars.  More > “A Barking Good Time on Mainstreet at Midtown: Valentine’s Paws on Parade”