Twenty Simon malls will host live concerts this summer as Simon Property Group runs its DTour Live tour for the fifth year.
This year, the tour is hosted by ABC Family and stars pop band Plain White T’s, R&B singer Lloyd and pop singer Brooke Hogan. The tour is Simon’s biggest promotion targeting teens.
As title sponsor, ABC Family lets teens design their own T-shirts during DTour stops, using catchphrases and logos from ABC shows. The cable network also will show previews of its fall programs; show stars will make appearances in some malls.
Three other brand sponsors will host activities during concert stops too:
• Coca-Cola touts My Coke Rewards with a cyber lounge that lets teens register for the loyalty program, earn bonus points and win prizes.
• Sprint will host a text-messaging contest where teens compete on speed and accuracy; the telecom will also showcase cell phones and accessories.
• Retail chain Company 81 will preview fall apparel and hold a modeling contest, awarding $100 Simon gift cards to the top model chosen from the DTour Live audience.
“Our malls are a prime location for the seamless union of teens, shopping and entertainment. Intermix online consumer outreach, such as blogs, video streaming and free downloads, and you have a formula for success,” said Cathi Weiner, senior vice president of business development, for Simon Brand Ventures, the marketing arm of Simon Property Group, in a statement.