![]() I think that the only aspect that could have improved this brand partnership would have been offering priority tickets for those who bought the special edition Cornetto “Red”. Participants will be required to submit a YouTube submission of their chosen song before going through multiple rounds of public performances across the Asian countries involved to win the chance of performing before Swift’s dates in June. While this is now a commonly used tactic (that X-Factor and Idol franchises have ensured that everyone has copied) Cornetto have not relied purely on this for the marketing activation of the tour sponsorship.īy ensuring that the winner can open each concert Unilever are ensuring that this is a real “money can’t buy” prize that will give them reams of excellent content to use and the winners an amazing experience all thanks to Cornetto. ![]() The limited edition black forest Red ice cream is wrapped in a red pack with Taylor Swift’s logo, and a call to action inviting consumers to buy the ice cream to stand a chance of winning seats at Swift’s concert or Taylor Swift merchandise such as guitar picks, her RED singles and signed guitars.Ĭornetto also created a mobile music stage for a “Ride to Fame Competition” with Sony, which will give consumers the chance to perform for Taylor’s fans before her concert. She has even created special videos talking about the association with Cornetto so ticking all the boxes of a sponsorship brand integration. The Asian tour is playing Singapore, Malaysia, Philippines, Indonesia and Thailand. Maybe she got confused, they're both red and white coloured brands after all! She has a small promotion for Air Asia's flight deals for people wishing to fly to watch her in Asia but no mention of Cornetto. Taylor Swift herself barely mentions the Cornetto tour on her page which has 60 million likes. The Cornetto global facebook page with their 10 million followers are being used to promote the association even though it’s just applicable for Asia and not where most of these fans are from, the United States. Taylor Swift herself could have done a bit more to promote the association. Taylor Swift wins here too with in store marketing that her record label would never pay for along with massive marketing campaign from Unilever and yet it targets her target audience perfectly. ![]() The black forest and raspberry ice cream ingredients match Swift’s latest “Red” album as does the design and packaging. It’s a very unique, on brand and well-targeted on pack partnership to promote the Asian tour association. They have also marketed the association very heavily appearing on bus sides, posters and social media across the region. This time Cornetto have ensured that Taylor Swift fans care passionately about collecting the limited edition “Red” Cornetto. Usually a brand sponsors a tour and the fans neither know nor care who it is. The deal took 18 months to create but is a very imaginative way of activating a tour sponsorship.
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