Millhaus takes on Arnette’s revival in Europe
The legendary US eyewear company wants to return to its relevant set of 15- to 25-years olds in Europe and has assigned this task to Millhaus.
With the first major part of this project, the „In Your Face“ movie competition - which started in February in Germany, France, Italy and Spain - Millhaus has developed an interactive concept for Arnette to specifically approach its target group.
From March 1st until 31st of May all skateboarder and surfer are called to action to form small teams, send in a creative storyboard for their perfect video part and convince the jury that their idea is the best.
The team with the most innovative idea from each country wins its own part in the professionally produced „In Your Face“ movie.
Afterwards all these parts will be subjected to a public voting online, in the categories surf and skate, to determine the two best crews which will then embark on a once-of-a-lifetime holiday: a surf or skate roadtrip to Arnette’s backyard, California!
The main communications platform of this project is facebook. Millhaus designed the Arnette Europe fan-page and furthermore developed the application for the whole project - from the description of the competition and the registration process to the voting tools.
Running the competition on the currently most popular social media platform, has the significant advantage of enabling the use of many viral processes and, in addition, of making the participants into carriers of the brand message which they will then multiply themselves.
Apart from the communication on facebook the main focus lies on the 1:1- dialogue with the target group in the relevant countries through the engagement of guerilla agents in the European hot spots of the scene.
Furthermore Millhaus also takes on the complete Arnette product PR for the whole of Europe.
gepostet von Jan Mikes am 4. March 2010 um 16:46
Munich’s indoor spot closed.
The Tretlager indoor park in Emmering near Munich had to close. The new owner of the building doesn’t share the interests of the bike riders.
Millhaus organized several BMX contests called “Street Challenge”, which are a part of the project T-Mobile Local Support, at this one-of-a-kind location. Furthermore, the club which ran the park received spot support to build new ramps. All involved parties are searching for a new location, first conversations already took place.
The German mag freedombmx put a video of the last jam online. Here’s the link: Click!
gepostet von Alex Schwan am 3. March 2010 um 16:53
Millhaus goes gorilla marketing: Arnette Kick Off at the ISPO
The ISPO 2010, the most important trade fair for sporting equipment and fashion, saw the worthy revival of Arnette.
To generate the appropriate attention for the comeback of the year, Millhaus turned guerilla marketing into reality:
Two Gorillas roamed around the area and caused a stir all over the fair, taking over exhibition booths or posing for pictures with the scene’s opinion leaders.
Here the Link to more pics of the Arnette Gorillas: www.facebook.com/arnette.eu
gepostet von Jan Mikes am 3. March 2010 um 16:45
Millhaus runs second office!
During winter time Millhaus runs a branch at the Frühlingsanlagen near the Isar. Due to the limited space in the office and the cumbersome communication we ‘re asking you to keep the main office as the number one contact point.
gepostet von Alex Schwan am 27. January 2010 um 10:34
Christophe Schmidt gains the ticket for the Olympic Games 2010!
Christophe breathes a sigh of relief; he finally saved his participation in the Olympic Games in February! At yesterday’s FIS World Cup in Stoneham he qualified for the Halfpipe-Contest at the Olympic Games in Vancouver. Thus he has the chance to defend his 8th place from Olympic Games 2006 in Cypress.
Now, since this barrier is overcome, he is on a tight schedule with training sessions to be well-prepared for the Olympic Games 2010 and be able to compete with the strong, international riders.
We are looking forward to see Christophe rocking Vancouver and keep our fingers crossed!
gepostet von Alex Schwan am 23. January 2010 um 15:27
Millhaus at the Red Bull Crashed Ice Challenge and Bright Tradeshow!
Millhaus never rests and joined two special events last weekend.
On Saturday the Red Bull Crashed Ice Challenge took place in Munich. 50.000 visitors flocked to the Olympiapark to watch brave men rushing down an especially prepared course on ice skates. Millhaus director Alex Schwan also risked standing on the ice! Not on blades but with the microphone in his hands: As moderator he knew how to put the audience and the riders in good vibes!
In Frankfurt “Bright Tradeshow” opened its doors this weekend. During 2 days the tradeshow for streetwear, skateboarding, sneakers and fashion united diverse brands, media, athletes and industrial salesmen. Millhaus seized this opportunity to meet partners, clients and friends, to seek new trends, to cultivate contacts and establish new network.
Pictures by Red Bull (Flo Hagena, Andreas Schaad) and www.brighttradeshow.com
gepostet von Alex Schwan am 20. January 2010 um 15:24
Fiat Freestyle Team among the PR pictures of the year.
At this year’s obs-Awards – the commendation for the best PR photos – two pictures that were taken in the framework of Fiat Freestyle Tour made it into the Top 10.
The photo of surfing Flo Jung in front of the icebergs of Alaska placed 5th in the category “events and campaigns”. Thorsten Indra took the picture of the extreme surfer from Saarbrücken in front of the 1.6 km long glacier Chenega. With this extraordinary action Fiat and the windsurfer intended to advert to the climate change.
In the category “portrait” Denis Kuhnert from the break-dance crew Funk Fellaz placed 9th. Photographer Peter Ortmann portrayed the dancer in an unusual pose which caught everybody’s eye.
We would like to thank all of the voters for your support!
gepostet von Alex Schwan am 17. December 2009 um 13:33
Athletes, musicians, designers – everybody needs support!
The past weeks in Millhaus were all about promotion of new blood – whether athlete, musician or designer. Here a short chronology of the happenings.
| The finale of the T-Mobile Local Support season was the Local Support Street Challenge for BMX pros and amateurs. It took place in Emmering near Munich with more than 80 riders from Germany, Austria, Czech Republic and France. Team FlairBMX from Berlin won the first prize in the amateur class. They gained a video portrait on www.freedombmx.de – maybe the beginning of a career as a professional athlete?! In the pro class the first prize was, like always at the Local Support Challenges, financial support for the home spot in the amount of 4.000 €. The Czech team Agang and the whole BMX scene in Prague can look forward to the construction of a foampit. |  |
| The band Trainstation from Gescher convinced the expert jury around Dennis Lisk and Claire Oelkers with their song “Bewegt Euch!”. The 4 guys prevailed over 325 bands and won the music promotion in the amount of 5.000 €, new equipment and a live gig at the Rider’s Night at the T-Mobile Extreme Playgrounds Street Session in Berlin. Millhaus attended to the T-Mobile Local Support project Germany since 2006 which dedicates to the improvement of infrastructure of the action sports scene as well as the promotion of young athletes and musicians. Next to 5 Local Support Challenges and 2 Band Contests Millhaus also implemented diverse workshops in the fields action sports and music in 2009. |  |
| Prior to the Street Session of the T-Mobile Extreme Playgrounds the Action Sports Week took place in 4010 Shop, the T-Mobile shop in Berlin Mitte. On 2 days Millhaus was responsible for the program: On the one hand a video premiere was realized in co-operation with the snowboard production Isenseven, on the other hand Millhaus arranged a designer market where 5 young labels from Berlin had the opportunity to present and sell their fashion. |  |
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gepostet von Alex Schwan am 9. December 2009 um 13:29
Fiat Freestyle Team Germany supports Blumentopf Freestyle Tour
Fiat Freestyle Tour Germany and Blumentopf, one of Germany’s best Hip Hop crews, attended to a special project: Blumentopf will start a unique concert tour in November that will be completely dedicated to the ultimate discipline in Hip Hop culture: Freestyle!
In interaction with the audience fresh, creative and innovative rhymes will be mixed on stage. This generates absolutely unique and individual concerts. Supported by Fiat Freestyle Team and two Fiat Qubos the band starts touring from November 6th. All of the tour dates are listed in the news on www.fiatfreestyleteam.de.
gepostet von Alex Schwan am 14. October 2009 um 11:39
Millhaus at the Local Support Skateboard Challenge
The second T-Mobile Local Support Skateboard Challenge, coevally tour stop at the German skateboarding championship “C.O.S. Cup”, allured the best German riders into the newly opened skateboard hall in Leipzig at September 19th to 20th. At summery temperature 80 riders in the categories A and B demonstrated first-class skateboarding to the thrilled audience.
Millhaus plans and attends to the t-Mobile Local Support project since 2006. In line with the Local Support Skateboard Challenge Millhaus in co-operation with C.O.S. Cup was responsible for the press relations and organization prior to the event, the implementation on the ground and the medial utilization in the follow-up.
More information and pictures at: www.t-mobile-localsupport.de
gepostet von Alex Schwan am 6. October 2009 um 11:23