G7 Entertainment Marketing Helps COVERGIRL and Taylor Swift Win Billboard Magazine's Concert Marketing and Promotion Award
Speak Now World Tour 2011 recognized for social, mobile and concert fan activation
Nashville, TN (December 20, 2011) – G7 Entertainment Marketing, a Project: WorldWide agency, received one of the music industry’s highest honors when Billboard Magazine awarded its COVERGIRL and Taylor Swift “Speak Now World Tour 2011” campaign with the prestigious Concert Marketing and Promotion Award. The campaign is an integrated sponsorship program that innovates the way brands, musicians and fans connect, share and create lasting relationships online, through mobile devices and at concerts.
Announced at the 2011 Billboard’s Touring Conference and Awards program at the Roosevelt Hotel in New York City, the annual Concert Marketing and Promotion Award celebrates the year’s best sponsorship or promotion that benefited the concert industry at large by stimulating attendance to live events, providing value to fans, and promoting the artist and brands involved. Importantly, the key criterion is a measurable impact: campaigns must achieve marketing goals in a quantifiable way.
The campaign exceeded goals for product sampling, deep interactions such as mini-makeovers for fans, photo redemptions and sharing, social media interactions that increased brand/consumer relationship and other measurable factors.
“We’re in an era of marketing where a measurable impact and ROI is a given for brand marketers and musicians, so it’s a special honor to have the ‘Speak Now’ campaign selected out of so many great programs,” said Andre Gaccetta, Vice President of G7. “G7 programs have won this award three times in six years, evidence that results-focused sponsorship works for brands and artists.”
COVERGIRL and Taylor Swift break new ground in several areas, including “fan engagement” plans leading up to each show, a social media-enabled makeup “Look Contest” for a chance to meet Taylor, co-branded merchandise, in-store displays and radio advertising. There were also many at-concert activities such as texting fan photos to large screens and a simulated red carpet walk where fans could reveal their inner beauty through interviews, have their photos taken and get coupons for COVERGIRL products in real-time. Additionally, makeup stations onsite at shows offered mini-makeovers featuring COVERGIRL’s latest products, cosmetic tips, samples and coupons.
“One standout aspect of this activation is the sheer number of integrated, branded touch points we engineered throughout the concert experience and how COVERGIRL authentically powered so many of those interactions,” said Peter Brown, Director at G7. “This was the opposite of so many sponsorships you see out there, with brands grafted onto the artist platform. Instead, the natural fit between Taylor and COVERGIRL enabled us to be creative and honest about the brand’s presence and we see fans responding by welcoming and celebrating that relevance.”
The North American leg of the Speak Now World Tour and COVERGIRL’s sponsorship, which began in May 2011 in Nashville before crisscrossing the country, wrapped up in New York City in mid-November before heading abroad.
About G7 Entertainment
G7 Entertainment Marketing (www.g7entertainmentmarketing.com) is a strategic entertainment marketing agency dedicated to creating and deepening passionate brand relationships through music, sports and other fan-based platforms. The winner of multiple awards for sponsorship that generates measurable results, G7 has won Billboard Magazine's top Concert Marketing & Promotion Awards three times in the last six years. G7's services include: Sponsorship & Endorsement Packaging, Entertainment Property & Talent Buying, Content Brokering, Program Ideation, Development & Activation and Custom Design & Fabrication. G7 is part of Project: WorldWide, the leading independent engagement marketing solutions holding company (www.project.com).
About Project: WorldWide
Project: WorldWide (www.project.com) is the first independently owned global holding company grounded in engagement marketing, with a complementary, not competitive, agency structure. Project: WorldWide’s employee-owned network of agencies, including George P. Johnson, Partners + Napier, JUXT Interactive, G7 Entertainment Marketing, The Spinifex Group and Raumtechnik, provide targeted, relevant and meaningful brand experiences that create, deepen and accelerate profitable relationships for many of the world’s top brands.
Media Contacts:
Tom Maher
Director, Marketing Programs
PR and Corporate Communications
Project: WorldWide
617-535-9820
tom.maher@project.com
Nashville, TN (December 20, 2011) – G7 Entertainment Marketing, a Project: WorldWide agency, received one of the music industry’s highest honors when Billboard Magazine awarded its COVERGIRL and Taylor Swift “Speak Now World Tour 2011” campaign with the prestigious Concert Marketing and Promotion Award. The campaign is an integrated sponsorship program that innovates the way brands, musicians and fans connect, share and create lasting relationships online, through mobile devices and at concerts.
Announced at the 2011 Billboard’s Touring Conference and Awards program at the Roosevelt Hotel in New York City, the annual Concert Marketing and Promotion Award celebrates the year’s best sponsorship or promotion that benefited the concert industry at large by stimulating attendance to live events, providing value to fans, and promoting the artist and brands involved. Importantly, the key criterion is a measurable impact: campaigns must achieve marketing goals in a quantifiable way.
The campaign exceeded goals for product sampling, deep interactions such as mini-makeovers for fans, photo redemptions and sharing, social media interactions that increased brand/consumer relationship and other measurable factors.
“We’re in an era of marketing where a measurable impact and ROI is a given for brand marketers and musicians, so it’s a special honor to have the ‘Speak Now’ campaign selected out of so many great programs,” said Andre Gaccetta, Vice President of G7. “G7 programs have won this award three times in six years, evidence that results-focused sponsorship works for brands and artists.”
COVERGIRL and Taylor Swift break new ground in several areas, including “fan engagement” plans leading up to each show, a social media-enabled makeup “Look Contest” for a chance to meet Taylor, co-branded merchandise, in-store displays and radio advertising. There were also many at-concert activities such as texting fan photos to large screens and a simulated red carpet walk where fans could reveal their inner beauty through interviews, have their photos taken and get coupons for COVERGIRL products in real-time. Additionally, makeup stations onsite at shows offered mini-makeovers featuring COVERGIRL’s latest products, cosmetic tips, samples and coupons.
“One standout aspect of this activation is the sheer number of integrated, branded touch points we engineered throughout the concert experience and how COVERGIRL authentically powered so many of those interactions,” said Peter Brown, Director at G7. “This was the opposite of so many sponsorships you see out there, with brands grafted onto the artist platform. Instead, the natural fit between Taylor and COVERGIRL enabled us to be creative and honest about the brand’s presence and we see fans responding by welcoming and celebrating that relevance.”
The North American leg of the Speak Now World Tour and COVERGIRL’s sponsorship, which began in May 2011 in Nashville before crisscrossing the country, wrapped up in New York City in mid-November before heading abroad.
About G7 Entertainment
G7 Entertainment Marketing (www.g7entertainmentmarketing.com) is a strategic entertainment marketing agency dedicated to creating and deepening passionate brand relationships through music, sports and other fan-based platforms. The winner of multiple awards for sponsorship that generates measurable results, G7 has won Billboard Magazine's top Concert Marketing & Promotion Awards three times in the last six years. G7's services include: Sponsorship & Endorsement Packaging, Entertainment Property & Talent Buying, Content Brokering, Program Ideation, Development & Activation and Custom Design & Fabrication. G7 is part of Project: WorldWide, the leading independent engagement marketing solutions holding company (www.project.com).
About Project: WorldWide
Project: WorldWide (www.project.com) is the first independently owned global holding company grounded in engagement marketing, with a complementary, not competitive, agency structure. Project: WorldWide’s employee-owned network of agencies, including George P. Johnson, Partners + Napier, JUXT Interactive, G7 Entertainment Marketing, The Spinifex Group and Raumtechnik, provide targeted, relevant and meaningful brand experiences that create, deepen and accelerate profitable relationships for many of the world’s top brands.
Media Contacts:
Tom Maher
Director, Marketing Programs
PR and Corporate Communications
Project: WorldWide
617-535-9820
tom.maher@project.com