Kid Rock, Jim Beam Offer Promos All Summer Long
When Kid Rock hit the tour circuit with Lynyrd Skynyrd this summer, he brought along Red Stag by Jim Beam bourbon and plenty of promotional products to support it. The Detroit rocker inked a deal to be the face of the new cherry-infused bourbon during his 25-city "Rock 'N' Rebels" tour.
The partnership includes heavy brand integration, ranging from Rock weaving Jim Beam into the lyrics of his hit song All Summer Long, to playing a Jim Beam/Red Stag branded guitar. The bourbon was hard to miss at the shows, thanks to 20-foot inflatable bottles, roaming Red Stag models and the opportunity to have a picture taken at the show with Kid Rock superimposed alongside the subject (compliments of Red Stag).
Co-branded concert T-shirts were on hand, and when fans got home, they could download remixes of Kid Rock songs at www.theredstag.com with the help of co-branded download cards. Logoed table tents and coasters were also peppered throughout the VIP areas. Even the tour buses were co-branded.
"Through our premium giveaways and promotional products, we aim to extend and deepen the brand's relevance to legal-purchase-age men and women in their 20s and 30s," says Brian Gallagher, sponsorship manager for Jim Beam. "Co-branded T-shirts, exclusive music download cards and inflatable bottles at Kid Rock's concert are ways to reach our targeted demographic in a style most relevant to them."
It's worth noting that Kid Rock himself also gave something away during the tour. For every ticket sold, he donated 50 cents to Operation Homefront, a nonprofit organization that provides assistance to U.S. military veterans returning home to their families.
Discovery Channel Gets Chummy With Journalists In 1916, the New Jersey shore became a feeding ground for hungry sharks. Five people were attacked within a span of 12 days. This turn of events sent the nation into a panic and inspired the story Jaws. It also prompted The Discovery Channel to air a two-hour reenactment during its highly-rated annual "Shark Week."
Shark Week 2009 explored the attacks of 1916, sent Survivorman's Les Stroud into shark-infested waters to find out which is the most dangerous shark, and looked at the summer of 2001. During the "Summer of the Shark" in 2001, these predators attacked more than 50 swimmers off U.S. beaches.
Realizing that it's not enough to just have compelling content, the popular cable network reached out to journalists to make sure they knew what was in store. About 500 select reporters received a press kit that included DVDs of the show, shark facts and a red T-shirt that said "Chum" on the front and "Shark Week Discovery Channel" on the back.
"We know that journalists are inundated with press screeners, premiums and pitches," says Elizabeth Hillman, senior vice president of communications for Discovery Channel. "When we thought about what to create for our Shark Week press kit, our goal was to create something people would actually use. We decided to continue our tradition of high-quality concert-like T-shirts. We knew that if we've done our job and the Shark Week shirts are clever enough, people would wear them proudly and create excitement about Shark Week. We hope that reporters look forward to seeing what we do next year."
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