Experienced-based Sponsorship is Award-winning for Clorox
Posted: 11/12/2009 10:24:46 AM by
Dan Kowitz | with 0 comments
For years we have been talking about how sponsorship has become much more than just hanging banners for visibility. It provides a platform to truly engage with consumers and potential customers. When sponsorships are designed around an enhanced user experience, the outcomes are typically much more fruitful for all involved. The deal is executed in an authentic way and the property, the sponsor and the consumer all win.
Clorox barbecue brands KC Masterpiece and Kingsford Charcoal did exactly this with their sponsorship of the Keith Urban Escape Together World Tour. Through the sponsorship, the brand encouraged consumers to get together with family and friends for backyard barbecues. They executed on site by hosting the Keith Urban Backstage Barbecue Experience, which was a live VIP backstage event. They also conducted many other community-based activities, online promotions and in-store activities with retail partners. All of this was promoted under the umbrella campaign of inspiring Americans to “Turn Up the Music and Fire Up the Grill.”
These efforts led to the brands recently receiving the music industry’s premier marketing award: Billboard magazine’s Concert Marketing and Promotion Award. This award comes about because attendee interaction and experience was at the core of the execution. Placement, size and number of banners were not the focus of the deal. This deal is a great reminder to properties and sponsors that everybody wins when experience is the focus.
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Filed under: entertainment, music, activation