Gupta Media (B) Supplement: Governors Ball Overview and Promotional Materials

Case Solution

V. Kasturi Rangan, Courtney Han
Harvard Business School ()

Gupta Media is a digital marketing company founded in 2005 that places ads and marketing campaigns in digital media for its clients, mainly on social networks such as Facebook and Google. Over the years, he had developed his expertise in promoting record labels, artists, and music festivals. By carefully optimizing your media placements, you could get a high level of return for the money invested in marketing to your clients. The case focuses on optimizing the performance of two of those clients, the Governors Ball Music Festival in New York and Fender Play (a musical instrument company). The case ends with the question of whether such performance marketing techniques can be applied to consumer goods (Red Bull) that are sold through indirect distribution.

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