So how do you get kids ages six to 16 to enjoy bite-sized tomatoes as a nutritious snack? Roll the video and add some music.
Alcone Marketing has launched a video contest for NatureSweet Cherubs bite-sized tomatoes in partnership with a new four-month program from Radio Disney called N.B.T.: Making it Big.
NBT provides opportunities for young recording artists and gives audiences an inside look at what it takes to make it big in the music industry through on-air, online and via mobile devices. The campaign focuses on the popularity of N.B.T’s first artist, Allstar Weekend.
The online talent contest, “Sweet Sensation, Snack Like an Allstar,” begins April 18 and encourages young people to http://cherubstomatoes.com/sweetsensations where they can show their singing talents. Visitors can vote for and comment on their favorite video.
“A big objective is targeting kids with Cherubs as a healthy snack and trying to inform kids and moms that there are sweet, good for you snacking options out there,” Ray Gottschalk, senior vice president managing director, said.
The top eight finalists will be posted and announced on or about June 18 with the grand-prize winner named around July 1.
Radio Disney will promote the contest, along with 18 local NatureSweet Cherubs-branded family local events, to its 22.2 million, kid, tween and mom listeners. The event locations include, New York, Los Angeles, Chicago, and San Francisco, where kids can audition, be filmed and have the videos uploaded to the site. Tomato samples, of course, will be provided.
The grand Prize is a family trip for four to Los Angeles to meet Allstar Weekend. Additional prizes include an Allstar Weekend signed electric guitar and other autographed merchandise. The contest launches with a fully integrated marketing program including online, retail, print, PR and radio support.
In stores, digital music codes will be found on more than 9 million NatureSweet packs that can be used to download free Radio Disney tunes featuring hit songs from Allstar Weekend and last year’s N.B.T. Making it Big winner, Jasmine Sagginario.
“We share a common dedication to families with kids and we are excited to team up with them to provide our consumers with access to great music, family-friendly events and an engaging talent contest,” said Sean Frisby, marketing director for NatureSweet.
Alcone ran a similar contest last year for NatureSweet, but did not have a partner. The success of that program prompted its return this year, but with the addition of N.B.T.
“It’s one step up from last year,” Gottschalk said.
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