Sowdens scoop digital marketing award

Published: Monday 26th October 2015 by Rich Sutherland

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East Yorkshire-based design and marketing agency, Sowden & Sowden, has scooped an award for Best Digital Marketing Campaign at Hull’s inaugural Digital Awards for its creative online campaign to promote local underground music venue, The Adelphi Club.

Sowdens, along with an army of volunteers, promoted the 30th anniversary of the world-renowned club through a creative and media rich campaign on social media, with no budget in sight.

The award came in the same week that Music Venue Day highlighted how “grassroots” venues are increasingly under threat. Sowdens Director, Polly Sowden, commented: “In a week that the BBC reported 40% of live music venues have closed in the last ten years, for Adelphi to be recognised in this way is a true example of how a group of dedicated and passionate people can keep the spirit of small venues alive.

“With Hull City of Culture 2017 on the horizon it’s imperative that we do whatever we can to nurture and develop the corners of our cultural community and help them to flourish beyond the next two years.

“Only by embracing digital platforms and reaching our audience directly will we have an impact. The new C4Di building is awe-inspiring and shows just why Hull is firmly on the UK’s digital map.”

The Digital Awards were held in the brand new C4Di building in Hull’s emerging Fruit Market, sponsored by the Hull Daily Mail and technology firm KC and hosted by the BBC’s Technology Correspondent Rory Cellan-Jones.

In East Yorkshire alone, the digital economy is worth £6.93bn a year and supports 57,600 jobs.

Humber Bondholders sponsored the Digital Marketing category and Sowdens received their award from Bondholders Chair, Anita Pace and the BBC Director General, Tony Hall.

The #Adelphi30 campaign promoted seven nights, seven events and resulted in seven sell-out gigs, with the Kaiser Chiefs headlining Friday and the ultimate closing gig with Paul Heaton and Jacqui Abbott. Musical history was also made when three of the Housemartins reformed for one night only.

Collaborating with local filmmakers and photographers to create engaging content, setting up an Adelphi YouTube channel and website and conversing live with the masses helped to maximise the club’s online presence. Social media channels generated 71,046 Facebook views with a killer post attracting over 1,000 likes, 35,000 views on and 300,000 reach on Twitter alone during the event period.

The award couldn’t have been possible without the hard work, collaboration and ideas from local filmmakers Mark Richardson and Josh Moore and photographers Anna Bean, Ian Rook & Darren Rogers.

The success of the #Adelphi30 campaign provided the club with enough funds to have the flat roof fully re-covered with a new state-of-the-art GRP surface guaranteed for 30 years (another 30 years!).

You can follow The Adelphi Club on Facebook and Twitter.

Published: Monday 26th October 2015 by Rich Sutherland

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