March 27, 2012...The Tennessean "Country Music Plays Key Role in RAM Truck Campaign"
Kingsford® Fired-up Zac Brown Band’s VIP Eat and Greets
CHALLENGE: When a brand finds that rare, organic and perfect fit with an artist, the result is more than a sponsorship, it’s an authentic relationship that fans, talent and the brand recognize, believe and participate in immediately.
Kingsford® Charcoal was looking for a way to reach consumers through music and could not have found a more authentic connection than Zac Brown Band (ZBB) and its grilling centric lifestyle.
SOLUTION: G7’s creative team came up with the idea of having Kingsford® fire-up Zac Brown Band’s VIP Eat and Greets, giving fan club members, contest winners and retail partners a chance to mingle with the band before the show over good food, including southern specialties from executive chef Rusty Hamlin.
For this program, G7 took this incredible experience one step further, working with ZBB to create the “Southern Ground Supper Club” and opening it up to all fans at 15 stops on ZBB’s most recent national tour. Besides a great meal, fans were treated to a special pre-event show by one of the bands supporting acts, a much sought-after and intimate experience that brought Kingsford, fans and artists together in a truly memorable way.
Video content from these events as well as candid moments from the band grilling on the road became the focus of a series of videos used to build community on www.Grilling.com.
A popular sweepstakes program – the chance for fifteen winners and their guests to fly to Memphis for a special ZBB performance and cooking experience - bolstered promotional efforts through online, social media, Country radio and retail activation.
RESULTS: The results were impressive:
CHALLENGE: When a brand finds that rare, organic and perfect fit with an artist, the result is more than a sponsorship, it’s an authentic relationship that fans, talent and the brand recognize, believe and participate in immediately.
Kingsford® Charcoal was looking for a way to reach consumers through music and could not have found a more authentic connection than Zac Brown Band (ZBB) and its grilling centric lifestyle.
SOLUTION: G7’s creative team came up with the idea of having Kingsford® fire-up Zac Brown Band’s VIP Eat and Greets, giving fan club members, contest winners and retail partners a chance to mingle with the band before the show over good food, including southern specialties from executive chef Rusty Hamlin.
For this program, G7 took this incredible experience one step further, working with ZBB to create the “Southern Ground Supper Club” and opening it up to all fans at 15 stops on ZBB’s most recent national tour. Besides a great meal, fans were treated to a special pre-event show by one of the bands supporting acts, a much sought-after and intimate experience that brought Kingsford, fans and artists together in a truly memorable way.
Video content from these events as well as candid moments from the band grilling on the road became the focus of a series of videos used to build community on www.Grilling.com.
A popular sweepstakes program – the chance for fifteen winners and their guests to fly to Memphis for a special ZBB performance and cooking experience - bolstered promotional efforts through online, social media, Country radio and retail activation.
RESULTS: The results were impressive:
- 184+ million brand impressions
- More than 23,000 Facebook “likes” for Kingsford® (and counting)
- 2,6000 total Facebook-driven sweepstakes entries
- Almost 247,000 overall sweepstakes entries
- More than 1,000 new Facebook “likes” generated in less than a week through exclusive video content
- Nearly 12 million impressions through the ZBB digital community
- More than 18 million country radio impressions through ad spots
- A strong 14% click though rate on ZBB-Kingsford® co-branded web banner ads
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