U.S. Cellular has struck a three-year sponsorship deal for Milwaukee’s Summerfest worth more than $1 million.
The deal follows the Chicago-based wireless company’s sponsorship of the event last year. Under the new partnership, U.S. Cellular has continued naming and promotional rights to the U.S. Cellular Connection Stage. With more than 800 performances in 11 days—one of the largest music festivals in the Midwest—Summerfest kicks off June 29.
“Last year was a trial of what works and what doesn’t,” said John Coyle, director of marketing, U.S. Cellular’s central region. “Our goal is to connect with consumers and Summerfest is such an anchor property in the community that it allows us to do that.”
During the 39th annual event, Summerfest’s Connection Stage line-up will target a younger audience and will feature a mix of alternative artists. There will be more than 40 performances at the Connection Stage. The festival will focus on up-and-coming talent through its Emerging Artist Series, staged daily. A local radio station will broadcast live from the stage and support the performances and series with on-air promotions and programming.
“One of our major marketing initiatives is to connect with the Gen Y segment,” Coyle said. “Summerfest has that opportunity base because we have parallel interests.”
Summerfest will feature a new online media player for consumers to see and hear performances throughout the festival. Through the device, U.S. Cellular will offer consumers free downloadable music from performing artists.
Fans will also be able to vote for their favorite performers via their wireless phones and determine which artists will receive prizes each night. Fan messages, which have included shout-outs, confessions and a marriage proposal in the past, will be displayed on large screens using Pix-2-Screen and Text-2-Screen tools. A Pix-2-Web promotion will allow fans to take phone pictures, which will be stored on Summerfest.com for downloading and sharing later. U.S. Cellular street teams armed with camera phones will also take pictures of attendees who can then later retrieve the photos from the site.
U.S. Cellular handles in-house.
In addition to sponsoring Summerfest, U.S. Cellular’s sponsorships in Wisconsin includes the U.S. Cellular Arena and the Wisconsin State Fair.
U.S. Cellular provides wireless service to 5.3 million customers in 25 states.
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