Proprietary Events: Southern Comfort Offers Free Two-day Festivals - Event Marketer

Proprietary Events: Southern Comfort Offers Free Two-day Festivals

Brown-Forman’s Southern Comfort is in the midst of a four-market concert series showcasing an eclectic mix of musical performances from punk band Flogging Molly to hip-hop act The Roots.

SoCo is producing two-day mini music festivals in each market; admission is free to anyone 21 and older and the company is publicizing the events both online and with local radio stations and alternative newsweeklies. In addition to the acts on the main stage attendees can check out local talent in the SoCo Lime Lounge grab food from local vendors and purchase frozen SoCo drinks.

Laura Petry brand manager for SoCo told Buzz that the music and events represent “the taste the look the feel and the sound” of the brand. “We know our target consumer who is 21 to 29 has a passion for music and we want to make sure that we’re being relevant to our consumer. Hopefully they’ll walk away with a positive experience and the next time they go out the memory might trigger them to get a SoCo drink.” The tour has hit Atlanta Philadelphia and San Diego; it wraps at The Taste of St. Louis on Sept. 30 and Oct. 1.

Separately the brand last month launched a microsite with eight short films about the lives of New Orleans-based music acts following Hurricane Katrina. (Agency: Arnold Boston .) The “Start The Music Up” site provides links to charities raising funds for hurricane relief efforts and the company will donate proceeds from sales of a compilation CD available at the site and at events. The movies also will be shown at SoCo music events in the U.S. and internationally.


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