Kanye's 'Project Wyoming' Promo Campaign: Weird Merch, Smart Experiential Marketing
To promote his latest album, "Ye," Kanye West has announced a series of events in support of its release. Titled “Project Wyoming”, the events are purportedly designed to recreate the "Ye" listening party that took place last week near Jackson Hole, Wyoming.
While two of the events took place yesterday in Chicago and Miami, one is scheduled to take place tonight in Brooklyn. These pop-up events are styled as listening parties as well as merch tents. Judging by some early pictures of "Ye" merchandise, we can say beyond a shadow of a doubt that these digs are definitely not for everyone. However, knowing Kanye’s ability to move merch, as well as the ferventness with which the artist’s fans will purchase his designs, we’re certain that “Project Wyoming” will be a successful promotional venture.
More interesting than the merch itself, however, is how these events employ experiential marketing. This marketing strategy is designed to directly engage end-users in a way that invites them to participate with a brand or brand experience. Experiential marketing, in a sense, allows end-users to feel that they are part of a brand, or at least taking part in one aspect of its growth or evolution.
In this case, Kanye’s “Project Wyoming” listening parties allow his fans across the country to take part in a recreation of the original, exclusive Wyoming-based listening party. Because only 400 people attended that event, and because of the widespread interest amongst fans and music-lovers alike surrounding the release of "Ye," these smaller events are perfectly-suited to keep the fire burning, so to speak. Not only will Kanye sell more "Ye" merch, but he’ll also make fans feel like they’re taking part in his artistic journey, as well as his brand.
Whatever personal opinions you might have about Kanye’s politics or public persona, it can’t be denied that the artist is a promotional marketing wizard. Don’t believe us? Well, how about that time he sold a plain white T-shirt for $120 ... and it sold out?