Polkadot Drone Shows Over VELD Music Fest (100K+ Attendance) - Brand Awareness + PR Campaign

**Introduction**

Hello Polkadot Open Gov.

We are Toros, a marketing agency specializing in high-impact experimental advertising for technology brands.

 

**Our Proposal**

We seek funding for a brand awareness and public relations campaign designed to elevate Polkadot's presence in the public eye and increase the value of DOT. Our campaign would consist of two elements:

 

• 1.) Sponsorship of three drone light shows over Canada’s premier electronic music event Veld Music Festival (100k+ attendees). Each show would feature attention-grabbing messaging followed by the Polkadot logo.
• 2.) A corresponding public relations and social media push aimed at enhancing the visibility and impact of the drone shows by generating online engagement.

 

**Drone Show Details**

We have contacted VELD and negotiated a sponsorship deal that includes three 10-minute drone shows (one per night of the festival). The final 2-3 minutes of each show would feature our custom messaging followed by the Polkadot logo.  

Custom Message

To grab the attention of festival-goers and attract media coverage, we're proposing a thought-provoking and enigmatic message: Wake Up ⇒ The System is Rigged ⇒ QR code to Polkadot site ⇒ Polkadot Logo  

This is our initial concept, however, we are open and actively encourage discussion and suggestions surrounding the custom message being delivered.

Comment below if you have any suggestions or ideas.

Drone Show Proof of Concept

Full Video Render: https://vimeo.com/925062285/a49265c3c9

Full Video Render Alt: https://vimeo.com/925060260/6e8878bcea

Inspiration for drone shows here and here.  

 

**VELD Music Festival Details**

• VELD is Canada's largest EDM festival
• Held in Toronto
• Attracted over 105,000 attendees in 2023
• Runs for three days.
• Coincides with Toronto's lively August long weekend.
• Other major events happening at the same time in the city (Caribana, OVO Fest, Boots and Hearts) bring in millions of tourists.  

 

**Veld Sponsorship Details**

Veld Sponsorship Deck

 

Additional Sponsorship Perks:

• Mobile advertising over the entire festival grounds (visible to all attendees)
• Logo promoted on the festival website (Ink Entertainment)
• Veld newsletter shout-out 2 dedicated social media posts - TikTok/Instagram/Facebook
• Instagram stories Logo added to Veld lineup collateral  

 

**Public Relations Details**

Our PR strategy is focused on creating buzz around the drone show by drawing attention to its provocative messaging.

We will prepare press releases and media kits, and engage local and tech-focused publications to cover the story, highlighting the innovative approach Polkadot is taking to raise brand awareness. When pitching media, our story’s hook will focus on the fact that the mysterious drone show was commissioned not by a traditional advertising executive within a centralized corporation, but by the decentralized Polkadot community.

The story will not only signal the global influence of the Polkadot community but also lend itself to a media-friendly narrative likely to be picked up by journalists:

Drone Show Over VELD Warns Crowd ‘The System is Rigged’  

Crypto Publications

We will specifically target top crypto publications to ensure the campaign resonates with the core blockchain and cryptocurrency communities.

Examples include CoinBase, CoinTelegraph, and Bitcoin Magazine.  

Local Publications

We will tip off local publications in Toronto such as BlogTO to secure coverage, using the unique and sensational nature of the drone shows to capture a broader audience's interest.  

Social

We will tip off recognized influencers within the cryptocurrency and blockchain space, encouraging them to share the story. This strategy will be most effective on Twitter where creators have the chance to go viral using our content (see example).  

 

**Measurement and Evaluation**

What sets this campaign apart from traditional OHH initiatives is that its success can be measured via online engagement metrics.  

Metrics we will track:

• Estimated drone show impressions Earned media hits using Syften
• Keyword search volume using Ahrefs/Google Trends
• Social mentions across Twitter/X, Reddit, TikTok, and Instagram using Mention  

 

**Budget**

We are requesting a total of 21,557 DOT priced at 7.90 USD per DOT. This transaction amounts to a total consideration of 170,300 USD. We’ve applied an undermarket valuation of DOT to USD to account for upcoming market volatility during the Bitcoin halving. Any unused DOT will be returned to the treasury.

• Campaign Execution – $40,000 per show (total $120,000) as per Veld’s sponsorship rates
• Design and Creative - $10,000
• Canadian Taxes (GST): $5,300
• Agency fees: $20,000
• Maintenance and Incidentals: $15,000

*All prices in USD  

 

**Conclusion**

By merging the real-world impact of a drone show with targeted digital PR tactics, we aim for this campaign to not only elevate Polkadot’s brand awareness and the value of DOT but also generate online conversation that can be measured. With approval, we'll proceed to fund conversion and vendor payments, ensuring a seamless rollout. Should plans change, we commit to returning unused funds to the treasury.