Live Tour Delivers

The world’s number one foodservice retailer asked TBA Global to leverage our music industry expertise to connect with the coveted Young Adult audience and emphasize the retailer’s brand values.

To capitalize on the demographic’s unique desire to discover and share new music, we created an immersive entertainment experience through a series of 10 live concerts featuring up-and-coming artists in key markets. The program connected all the retailer’s integrated marketing tactics - including live events, branded video content and media partnerships, website, radio and public relations - which were executed without spending incremental ad dollars.

Each concert was taped and available for viewing at custom online site. Fans voted for their favorite artist, and the winner’s music was featured in a future campaign.

MySpace Bonus: The artists created additional social media buzz when they promoted the campaign on their own pages.

The program was a hit! Objectives were exceeded in all major categories: day-of-concert restaurant sales, attendance, web site traffic, publicity, artist quality, and impact on restaurant operations. The music marketing tour created an extraordinary 200 million brand impressions, and brand relevance among the target demographics significantly increased in every measurable way.

Afterwards, the Director of Marketing, commented "[This program] did a great job connecting with young adults through proprietary brand produced content. It was a fun experience and TBA Global did an outstanding job."