Highlights of the program, which ran throughout 2012, include:
•Tim McGraw's name and likeness were attached to the "Long Love Cars" advertising campaign via print, digital, TV tags, radio, retail, and social media channels, along with promotional drivers to purchase tour tickets. •Pennzoil offered fans exclusive content, including behind-the-scenes videos from the road and Tim's favorite car stories, further building the connection between cars and music, which were leveraged for digital distribution, social media posts, and also aired on jumbotron during the Brothers of the Sun tour. •The Pennzoil "Tune-up" Series was a proprietary, pre-show VIP acoustic performance from Tim McGraw in every market; hosted more than 4,600 guests across the entire tour within private hospitality area, including more than 1,400 key Pennzoil customers getting to see Tim up close and personal. •Pennzoil engaged the "Car Lover" target and Tim McGraw fans through custom media programs, leveraging the assets and access from the talent partnership:•Rolling Stone - Custom digital and in-book program -- the quest for the "Pennzoil Roadie," where the winner took a road trip following Tim McGraw to several cities on the Brothers of the Sun Tour •VEVO - Custom VEVO News Segment filmed during the tour, supported through paid media, blogger outreach; presenting sponsor of "Truck Yeah" video premiere •Pandora - Pennzoil's Country Music Playlist featuring Tim McGraw, included customized radio ad units from Tim McGraw and a playlist of hit songs from country music's biggest stars •Ticketmaster - Targeted media buy across Ticketmaster.com and Live Nation sites, also included a consumer offer on concert ticket backs for product discounts
The program was led by the Pennzoil Marketing team in conjunction with Pennzoil's partner agencies: MediaCom ESP (Music Agency), MediaCom, Doner, The Kerry Group, Coyne Public Relations, Integer Promotions Group and Sport Dimensions.
For more information on the program, visit www.pennzoil.com/tim-mcgraw/.
MediaCom is one of the world's leading media communications specialists, with billings exceeding US $28 billion (Source: RECMA 2012). It employs 4,600 people in 113 offices across 89 countries around the globe. The company's strategy is driven by its "People first, better results" philosophy, which places people -- consumers, clients and employees -- at its core to generate optimum business results. The MediaCom family includes a number of industry-leading divisions, such as: MediaCom Entertainment & Sports Partnerships (ESP), our strategic consultancy specializing in helping brands engage consumers through their passion points; MediaCom Interaction, a global digital and interactive marketing agency, which uses future-forward proprietary technology to grow client businesses; direct response agency MediaCom Direct, which creates close, measured connections with consumers; branded content specialists MediaCom Beyond Advertising; sports sponsorship and strategy team MediaCom Sport; and MediaCom Business Science, which ensures clients achieve maximum sales return. MediaCom Worldwide is a member of WPP, the world's largest marketing communications services group, and part of GroupM, WPP's consolidated media investment management arm. For more information, visit www.mediacom.com.
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