Dodge and Clear Channel Media and Entertainment have launched a nationwide summer program with Pitbull to promote the upcoming iHeartRadio Music Festival-slated for Sept. 21 and 22 in Las Vegas-and the 2013 new Dodge Dart.
"The Road to Las Vegas," which launched July 29 in Dallas, will feature an additional 10 local events in major markets, Including Phoenix, Los Angeles, San Antonio, Orlando, Atlanta, Baltimore, Brooklyn and Denver. Fans are invited to test-drive the new car and will vie to win a trip to the iHeartRadio Music festival, with one fan winning a Dodge Dart customized by Pitbull, who will also perform at the Las Vegas fest.
The events will be promoted on both English and Spanish language Clear Channel radio stations across the country, including spots featuring Pitbull. Likewise, Dodge is also pushing the promotion, and those who test drive the new Dart in any of Dodge's more than 2,000 dealerships will be entered into the sweepstakes.
The Dodge partnership, says Tim Castelli, President of National Sales, Marketing & Partnerships at Clear Channel, is an example of the company's ability to "offer true, national scale across all our platforms as well as unmatched local activations […] You see big, national brands now leveraging us not only for our national scale but also for our ability to create local programs that are able to resonate at that level."
With the iHeartRadio brand in particular, Clear Channel has already developed other multi-level partnerships, including with Macy's, which in April launched the "IHeartRadio Rising Star" campaign.
Through the partnership, Clear Channel and Macy's joined forces to choose 25 emerging acts that were showcased in Clear Channel outlets and Macy's stores nationwide. Fans voted online to choose one winning act that will perform at the iHeartRadio Music Festival. Twin sisters Megan & Liz were selected, and will also be featured in Macy's back-to-school campaign.
The Dodge campaign, says Castelli, is unique because of Pitbull's participation.
"To have an artist of Pitbull's stature customizing a car-the ability to do something like that at this scale across the country with all the dealerships promoting it-I think there's a unique aspect other media companies would be hard pressed to execute at this level."
A prolific brand ambassador, Pitbull has been the face of campaigns for Bud Light, Kodak and Dr. Pepper, among others, and also has an ownership stake in Voli Light Vodkas and Sheets energy strips, among others.
Castelli says Clear Channel and Dodge worked together in developing the campaign and in finding the right artist with which to target a younger demographic, including a Hispanic demographic.
Aside from Pitbull, other acts performing at the iHeartRadio fest include Taylor Swift, Aerosmith, Rihanna, Usher, Enrique Iglesias, Bon Jovi, Lil Wayne, Green Day, NO Doubt, Brad Paisley, deadmu5 and Shakira.
Fans who test-drive the new automobile will automatically be entered into the contest to win one of 12 VIP experience packages to the iHeartRadio Music Festival, which includes two tickets to the Festival, a backstage meet-and-greet with Pitbull and a chance to win the customized car.
The multi-level partnership highlights the growing importance of the iHeartRadio concert, which launched last year.