As the popularity of country music grew, the Country Music Association (CMA), based in Nashville, TN, found itself with a good “problem”: tickets to its Fan Fair concert sold out in mere weeks, and the organization wanted to provide a new forum for fans to be part of the celebration. The solution was Fan Fair X, a huge party featuring artists, vendors, kids’ activities and music. Working with a limited budget, the CMA teamed with Comcast Spotlight to market the new during a short – roughly two-week – window.
The centerpiece of the advertising effort was a custom sweepstakes, offering an “ultimate fan experience.” Both TV and digital advertising drove consumers to a dedicated website where they could enter to win, purchase tickets. As visitors opted in on the site, the CMA received valuable contact information to market to those consumers directly. The target audience was fairly broad: country music fans living in greater Nashville. TV advertising included a music-friendly mix of networks like CMT, E! and VH1, as well as a broad mix of entertainment channels like A&E, Comedy Central, Discovery and History. Digital advertising kicked off with a full-day email sign in roadblock on Xfinity.com, and continued with banner advertising throughout the campaign.
The initial one-day email roadblock on Xfinity.com generated 394 contest entries. The remainder of the multi-screen campaign generated an additional 126 entries.