State Farm is activating its sponsorship of this summer’s American Idols Live! Tour with on-site displays and a two-part text-messaging promotion that brings fans closer to their favorite performers.
Now in its fifth year, the American Idols Live! Tour makes 60 stops in 32 states. This year’s headliners include the past season’s top 10 finalists, including Taylor Hicks, Chris Daughtry, Elliot Yamin, Kellie Pickler and Ace Young. The tour kicked off earlier this month and runs through September.
From State Farm’s in-venue 10′ x 10′ display, fans can send a message to their favorite performer, take an online-photo with all the Idol performers and redeem prizes—including State Farm/American Idol-branded seat cushions, binoculars and magnets—through a wireless text messaging program developed by ipsh!, the wireless marketing division of The Marketing Arm.
“Onsite activation at concert tours is a huge plus for branding State Farm and our agents”, said Bobby Wilkinson, manager-national sponsorships, State Farm. “Activating at a tour that has the following like American Idol puts State Farm in a unique position our competition can’t match.”
Additional texting opportunities are offered at the concerts themselves. A text-to-screen component allows concertgoers to text a message to a shortcode, then have the message appear on a large screen on stage. Attendees can also text-to-win by messaging their birthdates to a separate shortcode for chances on prizes.
USM&P, the event management division of The Marketing Arm, is managing the on-site activation. Omnicom sibling DDB is the agency-of-record for State Farm.