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Consumers usually have a pretty clear idea about brands. Mention Q-tips and women associate the product with cleaning their babies’ ears or removing rings of mascara from their eyes. Coleman brings images of coolers stocked with sodas and beer for family camping trips or backyard barbecues. State Farm like a good neighbor is there or so the ad copy goes. But when that brand perception becomes outdated or no longer adequately reflects the attributes of the product event marketing is a powerful tool to change that image in consumers’ minds.

To really make the most of your sponsorship dollars it’s important to find ways to better connect with loyal music fans and that means a one-size-fits-all strategy just won’t cut it. Here’s a look at how some marketers have created multiplatform campaigns that sell their product while making a genuine connection between brand and artist.

Booth babes: evergreen or outdated? We asked staffing industry pros Larry Hess ceo of Redondo Beach CA-based Encore Nationwide Jerrie Williams-Spencer president and ceo of Roswell GA-based J Williams Agency and Joey Meyer president of Chicago-based Across the Nation Promo Model and Staffing to give us a report from the trenches:

Verizon Wireless connected with Memphis' African-American community by engaging the enthusiastic choristers from Miracle Temple Sanctuary Apostolic Deliverance Temple and Holy City who vied with finalists from six other congregations in a musical extravaganza called How Sweet the Sound. The gospel-hour-meets-reality-show sing-off drew 11 000 supporters all rooting for their favorite choral group.

Travelers flying AirTran Airways out of New York’s LaGuardia Airport on Feb. 12 were greeted by a pit crew of Danica Patrick look-alikes. Four brand ambassadors sporting branded Andretti Green Racing t-shirts and Patrick’s signature long dark locks helped whisk customers through check-in by carrying luggage assisting customers at ticket kiosks and offering directions. Once they were checked in customers moved on to security by crossing a faux finish line marked by two checkered flags.