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Music Marketing that Connects
The world’s number one foodservice retailer asked TBA Global to connect its brand with young adults through an integrated music marketing program that would push the edge. We kicked off the music marketing campaign with a halftime performance by white-hot artist and producer Timbaland at its High School All-American basketball tournament in March, broadcast on ESPN.
We continued the brand pairing with Timbaland by negotiating a license for his 2nd single, “The Way I Are”, which was just starting to explode at Top 40 radio. The multi-million dollar summer campaign ran for 7 weeks during prime time, on every major cable network, throughout the NBA Finals, and more.
The song sky rocketed to #1 on Billboard’s Hot 100 Pop chart, reached the top five on iTunes, and was #1 video on YouTube. Sales of Quarter Pounder with Cheese rose significantly during the campaign.
