Verizon Eyes Philanthropy for Dave Matthews Tour
For its sponsorship of a four-stop mini-tour by Dave Matthews Band, Verizon unleashed a full mix of activation tools. Concertgoers got chances to play with a range of Verizon products, of course, but the company also added activities to complement the events, pulled in elements from its other sponsorships, deployed a philanthropic angle and used the concerts as a base for top-tier hospitality for sales reps and Verizon employees.
At the New York City stop, guests could check out athletes from the U.S. aerial ski team performing tumbling tricks on a trampoline. Inside a Verizon VIP area and separate Verizon FiOS tents, the company let consumers check out the Internet connection speeds for web surfing and email using Verizon’s fiber-optic technology. Other displays touted the company’s DSL, DirecTV and other services.
A cause overlay, Stand Up Against Domestic Violence, got major play at each venue’s Verizon Foundation tent—in cooperation with the band, Verizon distributed literature and stickers for the initiative. (Large numbers of fans at each show were wearing the stickers by the time Dave and company took the stage.) Members of the U.S. luge and bobsled teams were on hand at the Irvine, CA, concert to mingle with VIPs and show off their medals, while helping the brand build awareness for its Olympic partnerships.
The company reported an incredible 650 percent ROI, bringing in millions of dollars in direct incremental revenue. Ten thousand customers got hands-on with its products, and the effort generated 40,000 impressions.