Keith Urban: 2009 CM&P Award Finalist
Two of the Clorox Company's premier brands -- KC Masterpiece® Barbecue Sauce and Kingsford® Charcoal -- put American barbecue on tour as headline sponsors of the Keith Urban Escape Together World Tour, which hit 49 cities across the U.S. this summer.
In order to forge a collaborative partnership that would resonate with fans, a 360-degree marketing plan was created to achieve the brands' objectives, market the tour and provide value to the consumer. Key highlights of the sponsorship included: the Keith Urban Backstage Barbecue Experience VIP pre-show events; interactive venue activation, videos, displays and promotions; and a national sweepstakes.
The sponsorship's digital footprint was housed at keithurban.net rather than a brand-owned microsite, and featured recipes, grilling tips, how to videos and trivia with Keith Urban fans. Clorox's national promotion, "Me, You and a BBQ" was hosted on keithurban.net with traffic driven from social media sites, mobile marketing via Mozes, and at-concert calls-to-action leading to a projected 600K entries. Mozes also powered in-venue text-to-screen for the tour, and all the in-venue contesting for front row seat upgrades, free live tracks, etc.
Throughout the sponsorship Urban was teamed with Official Tour Pitmaster Chris Lilly, delivering strong brand messaging to a national audience via exclusive charcoal grilling recipes, tips and video content offered to fans at keithurban.net, as well in a wealth of national print media.
In a strategic partnership with Country Music Television, Clorox was able to execute a truly integrated media plan promoting the tour sponsorship on-air and online. Through the entire campaign, Keith Urban, Kingsford and KC Masterpiece, Urban manager Borman Entertainment, MAC Presents, George P. Johnson, Current Lifestyle Marketing, ePrize, BubbleUp, and Creative Artists Agency all worked together to create a partnership that has driven more than 70 million media impressions.