Transitions Optical, Inc., is taking a new approach to help change perceptions of the brand by rolling out an ambitious multi-channel marketing campaign. To reach a new audience that is more style-conscious and interested in the latest technology, Transitions Optical will sponsor a series of editorial content pieces in Rolling Stone magazine and on RollingStone.com.
On March 27, Rolling Stone will launch a print and digital editorial series that profiles established artists on their journeys wherever they are, from day to night. The six-part “Dawn to Dusk” series highlights the revolutionary technology of Transitions adaptive lenses through the eyes of innovative artists.
Each episode features a 3-5 minute video on RollingStone.com – from a hectic day on the road or a chilled-out day at a festival, to a frenzied day preparing for an album release, an evening performance or a day to recharge.
The profiled artists will also each be featured in a full-page photo-centric story in Rolling Stone magazine. The program will kick off with an event in March featuring a performance from one of the “Dawn to Dusk” artists at Rolling Stone Stage Austin (March 17, 2015), and will conclude in August at Rolling Stone Stage Chicago (August 1, 2015).
Rolling Stone Stage is a signature event series featuring custom programming during major music festivals. For years, the Rolling Stone Stage franchise has delivered festival-goers an unrivaled opportunity to experience high-energy performances in a laid-back environment during tentpole music weekends.
In addition to appearing in Rolling Stone, the Transitions Optical team will be on location in Austin, Texas from March 13-17 for the widely acclaimed music, film and interactive festival. It will be the first time the adaptive lens leader has taken part in this event. For many attendees, it will be their first up-close experience with Transitions adaptive lenses, which provide a natural, convenient fit for people with a busy lifestyle.
“The Austin festival is the central hub for technology and is the perfect venue to showcase how Transitions Optical plays in that world through its revolutionized adaptive lens technology. Attendees will see how fashionable, functional and innovative Transitions lenses truly are,” said Cook.
These efforts are part of the company’s public relations and social media strategy “See Life Through a New Lens” which is designed to encourage prescription eyeglass wearers to try Transitions adaptive lenses™ and see what it is like to experience life the way it is meant to be seen. The marketing campaign positions Transitions adaptive lenses as the original wearable technology and encourages all prescription eyeglass wearers to “See Life Through a New Lens.”
“Transitions is taking a more unique, disruptive approach to reach eyeglass wearers and shift existing perceptions of the brand,” said Patience Cook, associate director, North America Marketing, Transitions Optical. “The product has come a long way since launching our first lenses in 1991. The See Life Through a New Lens campaign will raise awareness of how stylish and functional Transitions adaptive lenses are, along with the fact that we have products that fit every lifestyle.”