Backstreet Boys Take Center Stage In Kellogg’s Pop-Tarts Pop Tour – Brief Article
Sonia Reyes
Kellogg taps into the selling power of music with two promotions that kick off with a sponsorship of the Backstreet Boys’ “Black and Blue Summer Tour” behind Pop-Tarts and a “Driving ‘Em Crazy” country music promotion next month that offers free CDs and discounts on cereals.
The 45-city tour, via SFX Marketing, New York, officially launched Friday in Orlando, Fla., and will run through Aug. 31 in support of the eight-time platinum Black and Blue CD.
In-store, consumers will receive free posters of Backstreet’s Nick Carter, Howie Dorough, Brian Littrell, A.J. McLean and Kevin Richardson with purchase of any three Kellogg products.
“The Backstreet Boys’ Summer Tour is a great way for Kellogg to connect with the group’s devoted fans in a fun and engaging way,” said Kevin Smith, svp-marketing services at Kellogg. “We look forward to extending the sponsorship in-store, offering consumers a unique opportunity to link with the group and its music through our brands.”
The effort buttresses Kellogg’s brand-building strategy via partnerships with hot musical and entertainment properties such as ‘N Sync and more recently, this month’s launch of Walt Disney’s Atlantis cross-promotion.
Pop-Tarts signage and banners will be splashed at concert venues along with 30-second Pop-Tarts ads, via Leo Burnett, Chicago, on stadium monitors. Radio spots in key markets break Friday
“SFX will be able to connect Kellogg directly with their key demographics at the shows,” said Joseph Bongiovi, vp of tour sponsorship at SFX.
The “Driving ‘Em Crazy” country music effort, running July to September, builds on the momentum of the May 8 Academy of Country Music Awards and will be touted on five cereals that include Corn Flakes, Raisin Bran and Mini Wheats, with a mail-in offer for free country music CDs by 22 leading country music artists, such as Reba McEntire, Lee Ann Womack and Martina McBride. Their likenesses are featured on front panels.
Radio ads kick off the effort in July An August FSI will drop on 50 million households with $1-off coupons on any two Kellogg cereals.
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