Dr. Martens Launces Brand Tour, Hosts 21 Shows
by Dean Shapero
The breakdown:
- Famed boot brand Dr. Martens will launch a music tour, #STANDFORSOMETHING, to focus on a new marketing approach
- Tour will be headlined by indie rock band Drowners
- Dr. Martens has also partnered with BandsInTown to promote shows
Here’s some exciting news in the world of brand - band partnerships. Dr. Martens can see the future of advertising, and it lies within everything you care about and identify with. Few would currently list the boot brand as a trendy, innovative company, but they plan on changing this perception with a contemporary marketing approach.
With help from the Drowners, Dr. Martens is hoping to instill the company’s image, and in turn, they’re famed product, into the personality and culture that make up the fan base of indie rock fans. Not only will they sponsor the tour in 21 venues throughout the country, but the band will also make live appearances in Dr. Martens’s 12 US stores.
We’re seeing an increasing number of brands recognize the extreme limitations of traditional advertising, along with the rapid ability to spread a logo and message with efficient use of a cultural movement. Pepsi is everywhere these days; 7Up has partnered with SFX Entertainment to be THE soda of EDM. And now Dr. Martens wants to be THE shoes of indie rock.
It’s an interesting and exciting approach, because it gives more worth to advertising efforts than ever before. Instead of a simple blasting of messages until one sticks, brands are creating experiences to interact with consumers. Whether it lasts or will soon be written off as “dishonest” will have to be seen, but in the mean time it is the cause for plenty of exciting projects.
