Keith Urban Tours Fired Up By KC Masterpiece and Kingsford

*Billboard Concert Marketing & Promotion Award Winner (2009)

CHALLENGE:  To create an entertainment marketing program that promoted both KC Masterpiece Barbecue Sauce and Kingsford Charcoal focusing on the products initiative to bring people together.
 
SOLUTION:  G7 partnered with Keith Urban to create a one-of-a-kind grilling experience during Urban’s 49 stop “Escape Together World Tour." Key program elements included:

• Keith Urban Backstage Barbecue Experience – VIPs received a photo with Keith Urban and were treated to an acoustic performance by the superstar while enjoying a charcoal grilled menu items showcasing Kingsford and KC Masterpiece products.

• Arena Activation – Oversized smoking grill tunnel; multiple photo ops with Urban cutouts in backyard BBQ settings; sensory driven experience station included a sizzling soundtrack and BBQ scent technology; grilling lifestyle themed video featuring Keith Urban played in the arena prior to each show.

• PR and Media  – Partnership with Chris Lilly as the Official Tour Pitmaster; exclusive charcoal grilling recipes, tips and video at KeithUrban.net; “Me, You and BBQ” VIP trip to Nashville national sweepstakes promotion; activation toolkit supplied to national retailers.

RESULTS:  The partnership earned more than 110 million media impressions, over 3 million unique online visitors; nearly 1 million entries for the “Me, You and BBQ” sweepstakes.