THE STING PARTNERSHIP by MEC New York for Xerox

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THE STING PARTNERSHIP

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Industry Printers, Scanners & Supplies, IT & Electronical Components
Media Promo & PR, Case study
Market United States
Agency MEC New York
Released May 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: XEROX
Product/Service: XEROX
Date of First Appearance: May 1 2010
Entrant Company: MEC, New York, USA
Senior Vice President: John Levine (MEC Access)
Account Manager: Katie Meyers (MEC Access)
Account Executive: Nicole Caporale (MEC Access)
Media placement: On-Site Signage - In-Venue - May 2010
Media placement: Microsite - Xerox.com/sting - May 2010
Media placement: Case Study Video - Xerox.com/sting - May 2010
Insights, Strategy & the Idea
Why would a printing company care about a global music icon?
This is the question Xerox asked us when we proposed a partnership with music icon Sting. Because Xerox was looking to change its brand perception from a stodgy printer company to an innovative business-solutions provider, we created a partnership strategy that allowed Xerox to tell its story and differentiate itself from the competition via a live events platform.
Recognizing that the targets, C-level executives and small-business owners, were also consumers with pop-culture passions—consumers constantly presented with invitations to be entertained, thanks to their positions—Xerox could stand apart by creating unique events that tap the targets' passion for music, while also providing education on its products and services, all via a global superstar such as Sting.
Xerox became a true business partner of Sting’s Global Tour, receiving significant hospitality and one-of-a-kind experiences for its customers.
Creative Execution
By aligning with this high-profile partner, Xerox differentiated itself and gained credibility among customers and prospects. And unlike most tour sponsorships, Xerox's leveraged Sting’s tour as a marketing vehicle and new source of business for the company.
To bring this story to life, we recommended a strategic global business event platform, “Real Business Live” (RBL), leveraging the Sting partnership to educate key customers and prospects on Xerox products and services. RBL events were held prior to shows in priority markets where Xerox showcased video and marketing collaterals highlighting the behind-the-scenes business services it provided for the Global Tour. After the event, guests were invited to an intimate evening with Sting, including private sound checks and the incredible opportunity to karaoke on-stage alongside Sting.
As follow-up to the event, guests were driven to the Sting/Xerox microsite, which housed case-study video and other valuable tools to promote the partnership and gain sales.
Results and Effectiveness
The Sting partnership transformed Xerox’s approach to audience acquisition. By aligning with a world-class musician and using the partnership in its business communications, Xerox was able to attract customers and prospects to business events, something that had proven challenging in the past. By offering exclusive experiences, Xerox formed tight knit relationships with customers and prospects, giving the company leverage as it looked to close business deals.
RESULTS:
• Significant business revenue
• 2,300+ guests attended Sting concerts
• 800+ guests attended private sound checks and sang karaoke with Sting
• 500+ prospects attended Real Business Live (RBL) events