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

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KEITH URBAN TOUR

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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: Sponsorship or Partnership Campaigns
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
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
Media placement: Website Campaign - Www.keithurban.net & Www.CMT.com - 1 April 2009
Media placement: Onsite Concert Collateral - Interactive Displays And Environments - 2 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 purchases at retail venues • Build a community through participation in the national “Me, You and a BBQ” Sweepstakes

Describe how the promotion developed from concept to implementation
Developing the right strategy, securing the right artist and building an effective activation program were fundamental to creating relevant brand experiences for consumers. Synthesising company and artist brand attributes with target audience preferences revealed Keith Urban’s 49-city US tour to be the most appropriate sponsorship opportunity to achieve Clorox’s objectives. To highlight the partnership between the brands and resonate with fans, an integrated marketing plan was created to market the tour and provide value to the consumer. Anchored by Keith Urban’s website, the sponsorship strategy entailed promoting the Clorox brands and concert tour via face-to-face, digital, mobile, broadcast and media.

Describe the success of the promotion with both client and consumer including some quantifiable results
Over 610,000 fans attended the concert tour and sponsorship drove more than 70 million media impressions. Online promotions reached 3,048,213 unique visitors. 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. KC Masterpiece® Barbecue Sauce and Kingsford® Charcoal’s 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
Concert sponsorship was an effective means of brand engagement for Clorox, both because the live experience connected audiences with the Kingsford and KC Masterpiece brands in real time and served as the common thread among the pre, during and post event touch points. The sponsorship enabled Clorox to leverage audience reach against targeted prospects and gave Clorox the opportunity to connect with three audience segments including consumers, retailers and media. Most importantly, the concert experience provided the context through which to promote the brands in an authentic way that moved prospects quickly and cost efficiently through the sales cycle.