Best Activation of an Entertainment Sponsorship

Program Name: American Idol
Client: Ford Motor Company
Agency: JWT Team Detroit, House Party

Think ladies only buy plastic bowls at house parties? Or lingerie? Think again. Ford last year, on May 19, tied the fun of having a neighborhood party with its sponsorship of “American Idol” to create 1,000 in-home events where women (and a few men!) got to watch the first night of the show’s two-day finale with their friends. Some even took a Ford Fusion or Fusion Hybrid for a spin around the block. As a result, more than 17,700 consumers experienced and learned about Ford Fusion while watching one of the most popular shows on TV on one of the show’s most exciting nights.

The house party hosts met specific profiles defined by Ford and were deemed to be passionate advocates for the brand. They invited friends and family to join in the fun. Their experience was shared by millions via a custom-branded website deployed in the weeks before the parties, as well as on Facebook, Twitter and other social networks.

Local dealers delivered vehicles to 319 hosts’ homes, giving those hosts and guests a hands-on look at the Ford Fusion. Hosts that did not receive a car learned about the Fusion through a DVD starring former “American Idol” contestant Ace Young driving and touting the features of the new vehicle. Hosts also received a branded party pack that helped them create a memorable party experience as well as generate post-event buzz and ongoing consumer engagement. The party pack consisted of a tote bag, Ford logo napkins, plates, coasters, cups, balloons, a set of cookie cutters, a Ford “American Idol” welcome sign, “American Idol” pens and more.

In addition, the event offered hosts the opportunity to participate in the “Idol Rocks. Ford Rolls” sweepstakes. Hosts were encouraged to set up a voting page online and direct family and friends to vote for them. Each vote gained the host an additional entry into the sweepstakes and increased the viral impact of the event.

The 1,000 parties helped Ford reach a total of 2.9 million people via partygoers, viral pass-alongs and social media interaction. The event achieved incredible engagement, scoring well above average in blog posts, photo/video uploads, page views, favor downloads and poll votes. Through 319 hosts who had a vehicle at their home, more than 6,300 partygoers directly experienced a Ford Fusion for the very first time.

Even Simon Cowell would have to approve of these results: Thousands of partygoers either test drove or looked at a Fusion; more than 10,000 people opted in to being contacted by Ford.

Program Name: BlackBerry U2 360 Tour
Client: Research In Motion
Agency: NCompass International

BlackBerry hit the road on the U2 360 World Tour with multiple objectives in mind. One: reach a global audience and change the perception that its smartphone is only for the business user. Two: give RIM business units an opportunity to use the sponsorship as a corporate hospitality perk (key clients were treated to a VIP space with premier concert seating) and drive sales with tour incentive employee packages. Three: engage the U2 fan base through a BlackBerry smartphone U2 Mobile Album application that included exclusive band content, behind the scenes tour information and downloadable music.

In addition to extensive signage at each stop, RIM hired 2,300 local brand ambassadors and styled them up to greet guests at the concert doors with product in hand. For further engagement, it added technology pods where consumers could spend time with the devices while staff answered questions. To touch even more people, custom-designed GEM cars modeled after the tech pods roamed the premises.

According to the company’s on-site exit interviews, more than 80 percent of concert attendees were aware that BlackBerry was the event sponsor. And total impressions went through the roof, topping 650 million. As Bono would say, “It’s a beautiful day.”

Program Name: Sing in the Shower Rock Your Style Contest
Client: Garnier Fructis
Agency: AMP Agency

Leveraging its “American Idol” sponsorship, Garnier Fructis created the Sing in the Shower contest to connect with college students on 12 campuses. The brand’s objective was to increase retail sales through an engaging sampling program. To recruit Sing in the Shower contestants, the brand turned to social media and campus influencer groups. The night before the singing contest, Garnier’s team transformed dorm bathrooms with branded shower curtains, bath towels, shower radios, combs and mirror clings. The bathroom takeovers generated buzz for the Sing in the Shower competition held on a mock shower stage in high-traffic campus locations.

The activation included a Garnier Fructis Salon where contestants were styled before their performances and consumers sampled product. A panel of local judges selected one campus winner to be entered in the grand prize contest.

At each event, Garnier interacted with about 40,000 students; more than 800 competed in the contest. Purchase intent increased from 44 to 65 percent among people who said they planned to buy Garnier Fructis in the months after the event.