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Case Study: Kerrang! & Snickers competition to find new talent

Provided by Bauer Media
The multimedia Kerrang! brand celebrates Living Life Loud.

Tell us about the Opportunity / What is it?

Case Study: Kerrang! and Snickers launched a competition to unearth new talent to record and release a single, make a video and play the Snickers stage at the Download Festival 2005. This complex deal brought together all parts of the multimedia Kerrang! brand to maximise reach and exposure and ensure that the competition was credible and fully supported by editorial and programming.

What is the Marketing Objective?

Snickers had developed an association with skate and BMX over the last three years and are a sponsor of the Download Festival. They were keen to develop a credible relationship with rock music that would broaden their audience and Kerrang! is seen as a trusted rock music brand that lives both in and outside of the mainstream - a seal of approval that has grown into a multi-media network.

How does it work?

The Unsigned competition created huge nationwide excitement, and thousands of entries that everyone wanted to listen to. The campaign reached a Kerrang! audience of 2.35million per week. 10,000 of them voted to select their 3 favourite acts who assembled at the Barfly Camden to face a panel of music industry judges in the biggest and best battle of the bands ever! Over 2,500 demos were sent in proving Kerrang!'s performance. The winning band, The Mascara Story, reached number 2 in the Kerrang! Chart during release and are gently making their way to stardom.

Who's used it in the past?

Snickers - please see case study for more details.

Features / Benefits

This type of opportunity can be tailored to meet your needs. The UK's premier weekly music magazine brings you the best new music, with attitude. Kerrang! provides it's readers with the only destination to live life loud. Jackass meets PlayStation and skate culture meets the iPod. In its 24th year, Kerrang! is more relevant to consumers and clients than ever. Kerrang! Media Brand of the Year 2003. Music Week's "Best Radio Station 2005" reaches 260,000 listeners a week, for a total of 2,138,000 hours. Kerrang! 105.2 reaches an audience of 3.4 million.

Guide PriceReach & FrequencyTarget AudienceMedia Types
£251k to £500k352,000 16-34s a week. (60:40 male to female)
16 - 24Male
AB
ABC1
MAGS / CONSUMER
LocationTimingsMarketing ObjectiveOpportunity Type
NATIONALAll YearBRAND ATTITUDEEXPERIENTIAL
SALES PROMOTION
SPONSORSHIP / MUSIC / ROCK
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