Helping Rochester find its jazzFor Xerox, the 2012 Xerox Rochester International Jazz Festival is all about enhancing the attendee experience, or as we like to put it—helping festival-goers find their jazz.
What’s that mean? Jazz music to many is little more than pianos, saxophones and Miles Davis. Our goal is to enlighten and expand attendees’ understanding of both jazz and the festival by introducing them to a few of the styles that make the genre so diverse.
To take the experience a step further, we also created JazzFinder, a free smartphone app that immerses the user in a world of jazz by bringing the Find Your Jazz game badges and posters to life. An overview of the genre, a full lineup of festival artists, concert times and more instantly appear with a quick scan of the artwork. Downloaded and ready to give it a try?
The artistic—and philanthropic—side of XeroxAt Xerox we get a lot of recognition for our business acumen. And for good reason . . . but what about our creativity? In addition to working alongside jazz festival producers to streamline and simplify the behind-the-scenes work processes needed to run a successful event, we’ve also had a hand in creating some pretty cool artwork, too.
This year we’re combining our artistic side and business expertise for the benefit of the community. All 10 of our Find Your Jazz posters will be available for purchase at the official XRIJF Merchandise Store in Syncopation Square, as well as our popular 10th anniversary poster from last year’s festival. All proceeds will benefit the Rochester Area Community Foundation.
Behind the music: Xerox technologyBack in 2009, Xerox kicked off its inaugural year of title sponsorship by providing festival organizers with a simple, efficient solution to prevent ticket counterfeiting. Xerox® FreeFlow® FluorescentMark Text, which is only visible under UV light, made the admission passes easy to authenticate. And a weatherproof, tear-proof stock ensured that they withstood the elements and lasted all nine days of the 2009 event. We’ve added even more security features in 2012, including MicroText marks legible only with a magnifying device and Correlation Marks, which is text that’s only visible when superimposed by a "key" overlay.
Tickets and passes aren’t the only printed materials getting the technology treatment. The highly sought after, instant-win badge in our Find Your Jazz scavenger hunt features Xerox® InfraredMark technology, which uses standard CMYK toner to create “hidden” text that becomes visible only when exposed to infrared light.
Xerox gets personal with a 1:1 video experience.What’s a cool way to get people excited for the festival while introducing our Find Your Jazz program? Send them something personal. Xerox produced a live-action, 1:1 video and sent it out to both Real Business Live event attendees and the general, festival-going public. Personalization was the focus throughout the experience, from the initial e-mail the audience received to the customized video and the free Find Your Jazz calendar sent out a few weeks after the festival.
Click the link below to answer a few questions and watch your personalized video. After your video plays, you’ll also have an opportunity to pass along the experience to your friends and request your very own free customized calendar to help you count down the days to next year’s Xerox Rochester International Jazz Festival.
So you think you’re a jazz freak?Xerox showcased its one-to-one cross-media marketing expertise and software and collaborated with the jazz festival organizers to produce a customizable campaign to promote the festival.