NEW YORK, NY, Nov 06 (MARKET WIRE) --
Last night, Billboard magazine bestowed KC Masterpiece(R) barbecue sauce
and Kingsford(R) charcoal with the music industry's premier marketing
honor -- Billboard magazine's annual Concert Marketing and Promotion
Award -- for firing up the Keith Urban Escape Together World Tour. In
sponsoring the tour, the barbecue brands encouraged friends and families
to get together and grill in their own backyard, something Urban and his
band identify with during their hectic tour schedules. The award
recognized the brand's willingness to change the rules of traditional
sponsorship and make a powerful business impact.
Announced last night at the Billboard Touring Awards at the Roosevelt
Hotel in New York City, the Award confirmed that the traditional
sponsorship model is rapidly evolving, with increasing emphasis being
placed on the natural fit between artist and brand as well as the role of
online community and mobile technology in reaching and engaging fans and
consumers. The Concert Marketing & Promotion Award recognizes a
sponsorship or promotion that benefited the concert industry at large by
stimulating attendance to live events, providing value to fans, and
promoting the artist and brands involved. This year's program received
hundreds of submissions crossing every genre, narrowed down to seven
finalists by Billboard's editorial team and then voted on by the public
to ultimately select the winner.
Throughout the summer of 2009, KC Masterpiece(R) and Kingsford(R) Charcoal
worked together with one of the world's hottest artists, Keith Urban,
whose Escape Together World Tour reached audiences across North America.
Together the barbecue brands and the chart-topping country artist
inspired Americans to "Turn Up the Music and Fire Up the Grill." As part
of the sponsorship, KC Masterpiece(R) and Kingsford(R) hosted the Keith
Urban Backstage Barbecue Experience, VIP pre-show events at which
attendees enjoyed a menu of delicious grilled foods, an intimate acoustic
performance by Keith Urban as well as a group photo opportunity with him.
Additional program highlights included:
-- World Champion Pitmaster Chris Lilly, the official BBQ Pitmaster of
the Escape Together tour, created tailgating tips, recipes and how-to
videos, which lived on KeithUrban.net
-- Partnership with Country Music Television for a BBQ Week hosted in
part by Pitmaster Lilly
-- "Me, You and a BBQ" sweepstakes at concerts, SMS, online and in retail
-- VIP and ticket-upgrade sweepstakes, grand prize trip to Nashville for
a backyard BBQ and a chance to meet Keith Urban
-- A community site hosted on the Urban Web site for chat, downloads and
tour information
-- Online "street teams" to promote the campaign through blogs and other
participatory forums
-- Photo activation onsite at concerts for redemption and sharing after
the events
-- Retailer "tool kits" to do in-store tie-ins with KC Masterpiece and
Kingsford products
-- Online promotion materials coordinated across product and retail
partner channels
"With everything going on in the world today, people are simply
looking for a way to escape, whether it's tailgating before a show, being
inspired during Keith's show or hanging out in the backyard grilling with
family and friends. Working with Keith is a perfect match," said Drew
McGowan, sponsorship group manager at Clorox. "This campaign works
because we tapped into something authentic and real -- the way people
come together and celebrate everyday. Hanging with friends in the
backyard has become a year-round experience that extends beyond the
summer months."
Teams involved in the "Turn Up the Music, Fire Up the Grill" campaign
included George P. Johnson Entertainment Marketing practice (strategy and
activation); CURRENT (public relations); and Mac Presents (talent
procurement).
Media Links: Downloads Images & Videos Here -
http://www.keithurban.net/escapetogether
The Clorox Company
The Clorox Company is a leading manufacturer and marketer of consumer
products with fiscal year 2008 revenues of $5.5 billion. Clorox markets
some of consumers' most trusted and recognized brand names, including its
namesake bleach and cleaning products, Green Works(TM) natural cleaners,
Armor All(R) and STP(R) auto-care products, Fresh Step(R) and Scoop
Away(R) cat litter, Kingsford(R) charcoal, Hidden Valley(R) and KC
Masterpiece(R) dressings and sauces, Brita(R) water-filtration systems,
Glad(R) bags, wraps and containers, and Burt's Bees(R) natural personal
care products. With 8,300 employees worldwide, the company manufactures
products in more than two dozen countries and markets them in more than
100 countries. Clorox is committed to making a positive difference in the
communities where its employees work and live. Founded in 1980, The
Clorox Company Foundation has awarded cash grants totaling more than
$73.9 million to nonprofit organizations, schools and colleges. In fiscal
2008 alone, the foundation awarded $4.2 million in cash grants, and
Clorox made product donations valued at $10.2 million. For more
information about Clorox, visit www.TheCloroxCompany.com.
Media Contacts:
Tom Maher
George P. Johnson
617-535-9820
Email Contact
Brandon Briggs
Current
312-929-0502
Email Contact
Drew McGowan
Kingsford and KC Masterpiece/The Clorox Company
510-271-7499
Email Contact
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