Case Study

Pabst Blue Ribbon

Objectives

  • Create and manage a traveling bar for Pabst Blue Ribbon across 26 markets on the 2013 and 2014 Rockstar Energy Drink MAYHEM Festival and the 2014 KNOTFEST.
  • Target new sales and distribution channels for the 24 ounce package.
  • Create a like minded association to the tour’s audience through organic and authentic promotions.
  • New product trial through onsite sales, branding and awareness.

SGE Solutions

  • SGE to build and tour a traveling footprint that offered consumers a place to get some shade and relax while enjoying a cold brewed PBR.
  • Work with local concession aires on behalf of brand to ensure ample product sales and brand awareness in each tour market.
  • Act as liaison between each venue’s general manager and local PBR sales team to ensure proper sales communications and execution.
  • Built and staffed a footprint which included custom built PBR keg tables, keg style community bars, custom bar, fencing, motorcycles, branded premiums and seating.

Results

  • Over 3,200 cases ordered and distributed on the 2013 Rockstar Energy Drink MAYHEM Festival.
  • Over 7,000 cases ordered and distributed on the 2014 Rockstar Energy Drink MAYHEM Festival.
  • Over 1,400 cases ordered and sold over three days at Knotfest 2014.
  • Footprint and signage in all markets.

Case Study

Yamaha Motorcycles

Objectives

  • Create a program that aligned Yamaha with a male audience through a music platform.
  • Drive marketing extensions that focus messaging on the new FZ09 and overall brand compatibility with the tour’s audience.
  • Create associations with tour talent and promote Yamaha to their audience in a organic way.
  • Drive sales with new customers, dealers and retailers.
  • Data capture.

SGE Solutions

  • SGE and Yamaha created a National Sweepstakes giving away a custom bike that was inclusive of talent and tour, marks and logos.
  • Created, routed and staffed 2 touring footprints which included flat screens, demo bikes, price wheel, photo booth, charging stations, the sweepstakes bike and ipad stations for data collection.
  • Branded premiums were given out to those who signed up for sweepstakes or to receive more info from Yamaha.
  • Created national radio promotions that leveraged Yamaha and affiliate Bell Helmets through with ticket giveaways.
  • Offered local dealers a footprint in each market to leverage relationships at retail and drive sales.
  • Created demo rides for radio winners and touring talent to ride together before the show.
  • Created demo rides for tour talent and key PR outlets to connect in an organic way.
  • Artists organically engaged with Yamaha throughout the tour.

Results

  • Over 100 Yamaha motorcycles of various classes sold across the promotion. Sales were directly linked back to a special Uproar code.
  • Yamaha received over 15,000 entrant into the motorcycle sweepstakes.
  • Produced 3 unique branded content videos, exclusive to Yamaha which included touring talent at no cost to the brand.
  • Engagement with onsite promotions from 22 Yamaha dealers nationwide.
  • 24 local radio stations participated in Yamaha/Bell Helmet giveaway promotion at no additional cost to the brand.

Gallery

Case Study

Rockstar Energy Drink

Objectives

  • Create and manage Rockstar’s activation of their title sponsorship of the 2009 Rockstar Energy Drink Mayhem Festival, with the priority goal being to sample as much product as possible to event attendees. Rockstar has continued to title the Rockstar Energy Drink Mayhem festival each year since.

SGE Solutions

  • Designed sampling and activation footprint for event.
  • Staffed and managed 6 full time traveling brand ambassadors, 1 bus driver and 2 semi truck drivers.
  • Staffed 2 local brand ambassadors in 27 US cities.
  • Organized local recycling efforts at each of the 27 event locations.
  • Purchased and wrapped one traveling promotional ATV.
  • Leased: 45’ tour bus, 1 refrigerated semi truck and 1 standard semi truck.
  • Designed graphics and installed partial wrap on tour bus.
  • Designed graphics and installed full wrap on semi truck.
  • Contracted 2 touring bands for daily autograph signings at Rockstar’s activation.
  • Designed and printed autograph signing posters for each signing band.
  • Created online contest for daily winners at each event date.
  • Created daily viral online videos, photos and blogs for Twitter and Facebook.
  • Designed, manufactured and distributed retail POS materials to participating promotional partners.

Results

  • Executed entrance, event and exit sampling of 510k cans in 27 cities across the US.
  • Ratio of nearly 2:1 for cans sampled per attendee.
  • Implemented retail program which included incremental case buy and display space at AMPM and PB in over 1200 retailers with a national sweepstakes overlay.

Case Study

Sally Hansen / Avril Lavinge

Objectives

  • To create an integrated partnership with an influential music celebrity to drive awareness of a new product line called “Salon effects”.
  • Drive and expand overall awareness of the Sally Hansen brand with the 12-24 yr old demographic.
  • Position Sally Hansen as relevant and engaging to target audiences.
  • Leverage the association with celebrity to have a strong lifestyle appeal to create buzz and drive sales.
  • Drive sales velocity with new and current customers.

SGE Solutions

  • Based on the clients objectives, SGE identified, negotiated and implemented an endorsement deal with international superstar Avril Lavigne in which she was given the task to collaborate and design and inspired line of her own Salon Effects.
  • By tapping into Avril’s 35+ million Facebook friends we were able to generate significant buzz and excitement around the designs and launch of the product.
  • Created an engaging PR event with leading beauty and fashion magazines in which key editors were given the opportunity to sit down with Avril to discuss the collaboration and inspiration for the product line. This garnered hundreds of thousands of impressions in nation print and online outlets including: TeenVouge, Seventeen, Life & Style, WWD, Allure, Lucky, Elle, Cosmopolitan and more!
  • Selected key radio partners where Avril did interviews on morning shows speaking about her involvement and excitement for the brand.
  • Leveraged the relationship with retailers via point of sale displays and name and likeness imaging.

Results

  • 15,000 brick and mortar stores carried promotion including but not limited to CVS, Walgreens, K-Mart and Target.
  • 45,000 new Facebook Likes were gained on the Sally Hansen Facebook page.
  • PR features in print and online in conjunction with TeenVouge, Seventeen, Life & Style, WWD, Allure, Lucky, Elle, Cosmopolitan and many more.
  • 43% increase in fans of woman ages 18-34.
  • 28% increase in fans of woman 25-34
  • 19% increase in fans of woman 12-17

Gallery

Case Study

iHome Audio / IDentity Festival

Objectives

  • Create a program that aligned iHome with the Millennial audience.
  • Drive marketing extensions that allow iHome to focus messaging on the IP4 and overall brad compatibility with the tour’s audience.
  • Increase in social media awareness via Facebook and Twitter.
  • Brand ihome as relevant and engaging to the target audience.
  • Drive sales with new customers.
  • Position iHome as a fun and credible brand with key Identity Festival talent.

SGE Solutions

  • SGE positioned and negotiated iHome as the title sponsor of the Identity Festival which included national tour media, radio spots, press, advertising and promotional entitlements.
  • Pre-Tour: SGE created a national promotion asking Identity fans and artists alike to create custom “skins” for the IP4 Boombox. Boxes where then featured onsite throughout the duration of the festival.
  • Onsite: We created an interactive lounge where Identity fans could engage with iHome in a fun and relevant way.
  • Displayed the completed Wall of Sound featuring skins from 1- DJs, a demo station for fans to interact with selected products, daily raffles to win IP4s generating thousands of enterants. Branded premiums were given out featuring a discount code to drive consumers back to the iHome store.
  • Main Stage featured branded iHome scrims which flanked speaker stacks as well as signage throughout each venue.
  • Post Event: After each tour date the tour posted fan photos from each event on the iHome Facebook page where fans could go tag themselves for retrieval. Consumers who used the promo code “IDENTITY” in the iHome store received a 25% product discount.
  • We secured online promotions for iHome with key bloggers, websites and tastemaker music outlets featuring IP4 prize pack giveaways and concert ticket for participating consumers.
  • Artists organically engaged with iHome throughout the year.

Results

  • An increase of over 50,000 new Facebook “Likes” during the promotional window.
  • iHome inclusion in 188,619,945 media impressions.
  • 2,500 new Twitter Followers.
  • Participation in Wall of Sound from 23 Identity Festival artists.
  • 5,631 new email sign ups via onsite engagement and raffles.
  • 150,000 + attendees win an average show attendance of 10,000.

Gallery

Case Study

Rockstar Energy Drink / Kaskade

Objectives

  • Establish a relationship for Rockstar with a national electronic dance music, touring artist.
  • Leverage the association with the artist to have a strong lifestyle appeal to create buzz and drive sales.
  • Artist to have a tour that hits key markets for Rockstar retailers.
  • Sampling opportunities at tour dates.
  • Drive traffic with new and current customers.
  • Create an exclusive partnership for Rockstar, launching them into the EDM world which will pave the way to a more permanent brand footprint in the space.

SGE Solutions

  • SGE identified, negotiated and executed a sponsorship and personal services agreement for Rockstar with Kaskade; one of EDM’s most influential house music artist in the US.
  • Re-serviced all tour advertising to include Rockstar indicia and messaging.
  • Incorporated branded stage scrims into each tour date.
  • Secured on-site sampling areas in each venue for consumer, product interaction.
  • Ensured that Kaskade placed Rockstar branded canned water on his DJ platform at each show.
  • Placed Rockstar Logo and organic messaging on Kaskade’s social networks and websites.

Results

  • Sampled an average of 1,500 cans per event.
  • Over 75,000 cans sampled over the duration of the relationship.
  • Rockstar can was featured on Kaskade’s DJ set at the first ever sold out EDM show at the Staples Center in Los Angeles, CA - 17,000 tickets sold.
  • Positioned Rockstar Energy Drink as cool and relevant to millions of Kaskade fans.

Gallery