Ford Motor Co. is tapping the popularity of first-season American Idol winner Kelly Clarkson and country music star Toby Keith by sponsoring the artists’ concert series and unleashing promotions to drive concertgoers to the brand.
Dearborn, MI-based Ford’s sponsorship of Kelly Clarkson’s 2006 Addicted tour, which began in June, goes beyond signs and banners.
A Ford-sponsored addictedtokelly Web site allows fans to tune into live footage from the 24-city tour and enter a sweepstakes to win Clarkson’s 2007 Ford Convertible Mustang GT and a role in an upcoming Clarkson music video. The sweeps ends Sept. 30.
In the regions where the concert plays, consumers who visit local Ford dealerships can win tickets to the show.
“The dealers have bought into the promotion, and we’re giving a vehicle away at every single concert,” said Crystal Greene, coordinator, sponsorships and alliances, Ford in a statement. “In some markets, we’re giving away a Fusion. In others, we’re giving away a Mustang.”
Additionally, radio stations in each market the tour visits have chimed in with special promotions, including contests to select finalists eligible to win a vehicle at concerts. The vehicles are given away on stage and cameras follow the lucky winner backstage so that audiences can see Clarkson handing them the keys, Greene said.
Ford vehicles are displayed on site, as well as two interactive tents. In one tent, concertgoers can learn how to scratch records and get their sounds burned onto a CD. In another, they can lip-synch to one of Clarkson’s songs. Participants then receive a special code to use on the Web site where they can watch themselves integrated into a music video where they sing in front of Clarkson’s band.
Also, at each concert “Fusion girls” apply badges and Ford Fusion tattoos to fans. Those spotted with a tattoo could win a small prize, and fans spotted wearing a Ford oval badge can win seat upgrades.
The concert series ends Aug. 6 and features Clarkson singing the “Bold Moves” anthem “Go” while video featuring Clarkson and a Ford Mustang plays in the background.
Ford launched its “Bold Moves” marketing campaign in May to provide a consistent message about the automaker and its products (PROMO Xtra, May 4, 2006).
The company is also activating its sponsorship of Toby Keith’s concerts by playing a Ford-produced video before shows. The video shows Keith pulling off stunts using a Ford F-Series trucks. The video will be a main part of Keith’s the “Hookin’ Up and ‘Hangin’ Out Tour” which kicks off in Cleveland on Aug. 11.
In addition to sponsoring performing artists, Ford has aligned itself with other events including Monster Jam (a truck racing event), World Triathlon Corp.’s Ironman Triathlons and the Professional Bull Riders.
The company also sponsors the Ford Experience Tour, a mobile marketing initiative that travels to festivals around the country and features vehicle displays and interactive games. During the tour, consumers can play an instant-win sweeps to win prizes. Meanwhile, in a Count the Footballs game, consumers guess how many footballs can fit in a Ford vehicle. The tour runs through November. Radio, print and TV spots support. JWT, Detroit, handles both the Kelly Clarkson and Toby Keith concert series.
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