Coca-Cola is set to launch a multi-mall event with Simon Brand Ventures that taps one of TV’s hottest shows, American Idol, and some of its stars.
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| Huff London |
Highlighting the event will be live performances from
American Idol favorites, like George Huff and LaToya London (fourth and fifth place finishers, respectively) from the 2004 season, as well as finalists just voted off the 2005 show. Attendees will get “backstage” Q&A sessions with the finalists and the chance to participate in an
American Idol trivia contest.
Fans can compete in a live singing competition and a dance contest to win prizes that include a Simon Visa Giftcard, Coke branded products and
American Idol T-shirts. A Coca-Cola-branded prize wheel on stage will be part of a game where teens can also win branded prizes. A branded sampling station will be set up at all venues to hand out “wet” samples of Coke with Lime. Coke is a major sponsor of the
American Idol TV show, Laurel Sibert, assistant VP-business development for Simon Brand Ventures said.
The 12 events kick off April 8 in Boston and winds up in Los Angeles on May 14, just prior to the grand finale of the TV’s shows fourth season on FOX. Other stops include Simon Malls in New York, Philadelphia, Atlanta, Chicago, Indianapolis, Dallas and San Antonio.
“People are enthralled by the contestants, the performances and the judges,” said Mike Stern, director-immediate consumption customer marketing for Coca-Cola North America, in a statement. “Coca-Cola understands that passion.”
The events continue a multi-year marketing partnership between Coca-Cola and Simon Malls that has included large-scale promotions. The Simon Dtour Live is a national 25-stop road trip, set to start its third year in August, which centers on music for teens. Simon Mall for You was an experiential tour held last fall themed around relaxation, fashion and rejuvenation for women 25-54. Coke offered samples of Diet Coke with Lime and mini foot massages. The deal also covers vending, sponsorships, promotion and on-mall advertising across the Simon franchise.
For example, in January and February, Coca-Cola tapped into the excitement of the start of the
American Idol season with an instant-win vending game that featured prizes such as
American Idol T-shirts and an all-expense paid trip for two to the taping of the finale of
American Idol.
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