First Tube Media’s Episodic Brand Owned Strategy

First Tube Media, an always-on live content platform designed to deliver premium video content, launched a new music IP for Grubhub called Sound Bites, an episodic live music series featuring exclusive performances by the fastest growing music talent in non-traditional venues combined with exclusive behind-the-scenes artist content distributed by the brand and talent. By leveraging emerging talent and influencers and streaming live to online audiences, the campaign strategy positioned Grubhub as an authority around the culture and as a top food delivery service that authentically connects and engages with digital audiences everywhere. The first two live events transformed a New York City restaurant and rustic house in Houston, Texas that engaged lucky fans in attendance while also streaming live to online audiences before COVID-19 overtook 2020 and forced the halt of live events. Shifting to an entirely digital live experience, the campaign continues to feature exclusive performances, plus new fan digital experiences including LIVE Q&A and VIP private meet and greet experiences for Grubhub+ Members. Appearances made by 15 artists, First Tube Media secures and continues to feature today’s top artists like Omar Apollo, Lupe Fiasco, 24kGoldn, SAINt JHN and more. The campaign increased authentic engagement for Grubhub’s brand by driving real business goals that go beyond awareness and impact while providing rising artists a platform to reach millions. Powering the digital experience to life, First Tube Media has opened a new door that has amped the benefits of event sponsorship into ownership through the development of live content IP, enabling Grubhub to maximize engagement and results.