KEITH URBAN ESCAPE TOGETHER by THE GEORGE P. JOHNSON COMPANY for Kc Masterpiece

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KEITH URBAN ESCAPE TOGETHER

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market United States
Agency THE GEORGE P. JOHNSON COMPANY
Director Chad Schultz
Executive Creative Director Chuck Bajnai
Producer Sean Gentry
Released April 2009

Credits & Description

Category: Best Use of other Digital Media in a Promotional Campaign
Advertiser: THE CLOROX COMPANY
Product/Service: ENTERTAINMENT MARKETING
Agency: THE GEORGE P. JOHNSON COMPANY
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: THE GEORGE P. JOHNSON COMPANY, Auburn Hills, USA
Entry URL: http://clorox-review.eprize.net/escapetogether/index.tbapp
Director Of Entertainment Marketing: Andre Gaccetta (George P. Johnson)
Account Manager: Peter Brown (George P. Johnson)
Digital Director: Sloane Scott (George P. Johnson)
Account Manager: Laura Burch (Current LM)
President: Marcie Allen (MAC Presents)
Director of Program Strategy: Ian McGonnigal (George P. Johnson)
Senior Designer: Doug Johnson (George P. Johnson)
Graphics Creative Director: Mike Waraniak (George P. Johnson)
Vice President Marketing: Donna Jean Kisshauer (Borman Entertainment)
Director of New Media: Genevieve Jewel (Borman Entertainment)
Marketing: Randy Brown (Borman Entertainment)
Tour Manager: Patrick Moore (MAC Presents)
Account Manager: Lauren DeGrazia (ePrize)
Producer: Sean Gentry (ePrize)
Director: Chad Schultz (Mozes)
Vice President Music and Entertainment: Aaron Clark (Mozes)
Executive Creative Director: Chuck Bajnai (George P. Johnson)
Executive Producer: Sandy McEvoy (Spinifex)
Video Producer: Aaron Langer (Spinifex)
Account Manager: Lauren Wrights (eshots)
Media placement: SMS - Mobile - 1 April 2009

Describe the objective of the promotion.
The Clorox Company was looking to promote two of their premier brands, KC Masterpiece® Barbecue Sauce and Kingsford® Charcoal through an entertainment marketing program. The objectives for this investment included: • Increase visibility to both brands by focusing on their role in bringing people together • More deeply engage the KC and Kingsford audience • Drive purchase at retail • Build a community through participation in the national “Me, You and a BBQ” Sweepstakes

Describe how the promotion developed from concept to implementation
To drive reach, Me, You and a BBQ; mobile marketing and web-based promotional sweepstakes at KeithUrban.net enabled Urban fans and Kingsford and KC Masterpiece fans/consumers/users to enter to win VIP tickets and upgrades, travel to select concerts, free merchandise and a chance to meet Keith and his band at their very own backyard BBQ. The SMS-based portion of the sweepstakes was promoted via in-store POS materials, the website and during the concert when at intermission, a grilling lifestyle-themed video played to build momentum for Keith’s performance and drive awareness around the national sweeps and “Hot Seat” ticket upgrade promotion.

Describe the success of the promotion with both client and consumer including some quantifiable results
The “Me, You and a BBQ” private concert and backyard cookout sweepstakes garnered over 770,000 entries – 32% of which joined KC Masterpiece and Kingsford’s mobile fan club, the largest Clorox has ever experienced for a contest of any kind. Resulting online promotions reached 3,048,213 unique visitors. This program has become a blueprint for how to integrate SMS and mobility communication into traditional sponsorship campaigns and the KC Masterpiece® Barbecue Sauce and Kingsford® Charcoal sponsorship of Keith Urban’s Escape Together World Tour won the Billboard Concert Marketing & Promotion Award, music industry's premier marketing honor.

Explain why the method of promotion was most relevant to the product or service
Using SMS as a key component of the engagement strategy around concert promotion proved particularly cost effective in terms of reach and audience time spent engaging with the KC Masterpiece and Kingsford brands. Although supported by an online component, leveraging SMS to promote the “Me, You and a BBQ” private concert and backyard cookout sweepstakes was an easy and natural means by which Keith Urban fans could participate in concert related promotions and extended the value of the sponsorship investment.