National tour of the live event, Sing-a-long-a Grease, targeting a female audience of ABC's aged between 25-50 with a secondary
To be the lead sponsor of a UK national tour of an interactive event called Sing-a-long-a Grease. Penn St Pretzels signed up as snack sponsors from June 1st 2012 including sampling for every member of the audience through a special pretzel "magic moment"
Singalonga Grease offers a brand the opportunity to communicate directly through sampling or a clear drive to action that can be delivered straight to their potential customers but also a chance to differentiate themselves and generally benefit through the strong positive emotions and goodwill created by the nature of the event. As one customer recently tweeted "It was a great evening - and the world needs more of those! Full of fun, camaraderie and silly stuff. Lovely"
Sing-a-long-a Grease involves showing the film with the lyrics on screen so everyone can join in. Every member of the audience gets a free interactive fun bag with props that can be used at specific points in the film. Every show is introduced by a live host who takes the audience through the key themes of the event, how to use the fun bag and even how to do the hand jive. Every pre-show ends with fancy dress parade of audience members. The opportunities for a brand to communicate with the audience are extensive.
Surf has previously sponsorsed Sing-along-a Sound of Music but Grease has NOT previously been sponsored. Surf had branding on 4.8 million venue brochures, 885,000 pieces of print, 60 branded print ads, 22 branded print promotions, active branding projected onto the screen at over 200 shows, on stage hosting of the fancy dress and a branded standee & mirror at key shows. Surf Brand Manager Anna Creed said "This is a night that people will never, never, forget. What better association for our brand?"
1 heart = 100 eyeballs.
The project offers a unique opportunity to develop a relationship with the consumer when they are at their most receptive. The chance to be integrated into the show in a fun innovative way and so remain forever in the hearts of their customers creates an emotional bond with the consumer that no amount of advertising could ever buy.
In addition there is significant physical branding, PR & Promotional opportunities and the chance to use the show for social events, employee rewards and client entertaining.