SWAY's Ivyson Marketing Checklist!

Multi-award-winning rapper Nasty C’s Ivyson Tour.

SWAY Digital Marketing continues to play an immense role in the marketing of the Ivyson Tour – One of the most prominent Hip-Hop tours in South Africa by Award Winning Hip-Hop Artist Nasty C.

Among our relationships with over 200+ African Celebrities, this particular one dates back to 2017 during the tour’s infancy and our main responsibility has always been to steer the marketing of the tour which entails things like influencer marketing, merchandising, talent bookings, tour management, public activation's and more.

Since then, our role in creating strategies alongside team Ivyson for the tour is consistently reshaped and revamped to deliver result driven marketing solutions.

Ivyson Tour Activation BC (Before Covid):

Coming off the last touring season before Covid-19 restrictions on events, we ran a social media campaign with our network of creators and promoters that saw just under 10 000 hashtags on Instagram, with Web 3.0 and the streaming culture growing so much, we sought to lead the next phase of social media marketing strategy.

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As Nasty C is currently the brand ambassador for an American mobile gaming publisher called Call of Duty, gaming tournaments have been incorporated to the tour as an addition of entertainment for the fans. The first initiative on this journey was hosting the Ivyson Gaming x Call of Duty Mobile gaming tournament held in Johannesburg at Emperors Palace on Saturday, 22 October 2022.

Youtube Reference Video: A look in to the Ivyson Gaming Tournament

Leading up to the tournament we were highly detailed about spreading the narrative of Call of Duty servers being available in SA, which would eventually make streaming online a much better experience. We have collaborated with fastest rising YouTuber King Oumar who is collectively sitting at over 240 000 subscribers on YouTube for both his channels and we took him to Comic Con (shout out to our friends at Carry1st and Ivyson Gaming) to experience the gaming world and to give the youth who are not exposed to it a look inside.

Youtube Reference Video:

SWAY Digital brought out all the digital creators who curated and shot content at the Ivyson Gaming Tournament, YouTube personalities including King Oumar and members from The Boyz RSA attended the event to create content with the different artists that were booked to perform as well as to document their eventing experience which is done mainly for the purpose of giving consumers an idea of what to expect from this new gaming & music festival approach. Here is some of the content from the evening.

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Empowering the youth is what we pride ourselves in hence earlier on in the year, we put out an application for individuals to sign up to join our social media army for the tour and out of thousands of applications. We have 1000 elected social media representatives for this year’s campaign, they can be identified by their ‘’Ivyson ID’’ which was created to endorse them as official promoters for the tour, each ID has a QR code on it and the photo of the promoter. This is also an opportunity for them to monetize their social capital as they receive a percentage of each sale that they make.

Instagram Reference Link: Marketing Team Members/ SWAY Digital

Our access to the biggest creator and online promoter network in the country has allowed us to start a discord server which is of substantial value in the tech space and web 3.0, to house different parts of our network in servers for mass communication and community management, we hosted Nasty C on one of our channels to speak to all the online promoters more about the tour and how it is going to be different from the norm.

Instagram Reference Link: Discord Server/ SWAY Digital

We want to strengthen a long lasting relationship between Nasty C and his fans where they can be able to buy his products in the form of merch, tickets, music and more and receive returns in future for doing so. Awarding Nasty C fans to monetize their loyalty to the Ivyson brand. One of the strategies introduced by the team this year, was a NFT project that included a physical pendant that has a QR code embedded at the back, this will grant the pendant holder exclusive access in to private parties, meet Nasty C in person, discounts on merchandise and shows, access to private listening sessions, music and more.

Instagram Reference Links: Nasty C explaining NFTs and videos in a carousel of all the NFT deliveries we did as SWAY/ SWAY Digital

As we step in to the next phase of the internet, it has never been more important for businesses and brands to start harnessing their digital footprint, unlocking their potential to monetize from their social capital. We at SWAY are passionate about social media and the internet of things, give us a shout and let's provide your business with the right social media tools to take it to the top!

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