Boru Vodka, exported from Ireland earlier this year for a U.S. launch, is embracing an American tradition in linking live music and spirits.
The new brand’s Web-based contest seeks to find the “most authentic and passionate bar band.” The winning group gets a $5,000 prize. Additional elements include live events in 500 bars in 40 states, as well as a consumer Defend the Fan sweepstakes for the chance to receive daily music downloads and win $5,000 or a Boru branded jukebox.
Up to 15 bands will be selected from all the entries received and their original recordings will be featured on www.boru.com. The bands will compete for the opportunity to win a digital release deal with Roadrunner Records as well as $10,000 worth of new equipment from Musician’s Friend.
Consumer voting will narrow the field to four finalists. A combination of consumer voting and industry panel votes will determine the winning bar band. The judging panel is made up of industry and entertainment experts from Roadrunner Records, Blender.com, Musician’s Friend and Boru Vodka.
The Defend the Bar Band contest is “a first for Boru,” according to Roseann Sessa, vice president or marketing and PR for Castle Brands Inc., which markets Boru. “We have never done it before, either here or in Ireland,” she added.
The integrated, Web-based campaign kicks off Aug. 20 when bands are invited to submit their entries online. The consumer voting portion of the fan sweepstakes will launch on Sept. 24. The winning band will be announced in early November.
The Bar Band campaign is the second phase of Boru Vodka’s brand-building program. Earlier this year, Castle Brands launched a bold, fresh look for Boru Vodka, which is now on store shelves across the country. Boru also put up a newly designed Web site.
The bar band program will be promoted on-premise with events and point-of-sale merchandise. In addition, Castle has retained on-premise specialists Next-Level Marketing to supplement its own sales team in six key markets: Chicago, Boston, Dallas, Miami, Los Angeles, and San Francisco.
This “Brand Ambassador” team will be dedicated to Boru Vodka and will work on-premise promoting the brand and the bar band program.
The free music downloads for consumers are being facilitated through Hip Digital.
Also partnering with Boru Vodka in the promotion is Dennis Digital, parent company of maximonline.com, blender.com and fark.com.
Musicians Friend and Roadrunner will highlight the bar band program on their Web sites, provide outbound e-blasts to their databases, and cross-link with Boru.com
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