4 Strategies To Creating Amazing Brand Experiences
At Cumulus | Westwood One, we create tentpole events for national and local advertisers in connection with America’s massive pop culture moments. Here are our four key strategies.
1. Create “money-cannot-buy” entertainment experiences around major pop culture events.
As the official broadcast audio partner of the NFL, we kicked off Super Bowl weekend in style with an exclusive Super Bowl 50 Pre-Game Party featuring performances by country stars Chris Young and Trace Adkins.
GRAMMY-nominated Chris Young (top photo) and Trace Adkins (bottom photo) performed live in San Francisco at the Westwood One Super Bowl 50 Pre-Game Party.
For the 58th Annual GRAMMY Awards, we debuted Westwood One’s Rooftop Live — an exclusive party featuring Capitol recording artist Audien and Republic recording artists DNCE.
Capitol recording artist Audien kicked off Rooftop Live with a set from the MasterCard stage.
DNCE, led by superstar Joe Jonas, performed their hits at Rooftop Live, including the Top 10 song “Cake by the Ocean.”
Mike Posner performed a fantastic acoustic set at Westwood One Backstage at the GRAMMYs, presented by MasterCard.
2. Cleverly integrate national brand partners.
Our Super Bowl 50 Pre-Game Party on-site partners were woven creatively into the event with custom cocktails like Harley-Davidson’s “Harley Hog Wild,” Grainger’s “Get it Done,” and Advance Auto Parts’ “Under the Hood.”
Westwood One’s Super Bowl 50 Pre-Game guests were greeted by Harley-Davidson’s fully customized 2016 special edition Road Glide.
American Idol winner Nick Fradiani enjoyed a Twix during his interview with Cumulus host Ralphie Aversa at Westwood One Backstage.
A tasty award: Twix candy bars replicate a GRAMMY Award at Rooftop Live.
Dr. Drew, host of the popular radio show Loveline, in front of one of the Popchips display setups throughout Westwood One Backstage at the 58th Annual GRAMMY Awards.
3. Amplify with social media.
Selena Gomez chatted with Jillian Gutowitz of the radio show Zach Sang & the Gang at Westwood One Backstage the weekend of the 58th Annual GRAMMY Awards.
Nathan Sykes of the hit band The Wanted received more than 28k likes on his Instagram post at Westwood One Backstage.
At WWO Backstage, singer Trevor Jackson retweeted 93.9 The Beat’s post to his more than 200k Twitter followers.
New York’s NASH FM 94.7 got a lot of likes for country star Thomas Rhett at Westwood One Backstage.
4. Connect local retailers to major national pop culture events.
Planet Fitness in Dallas wanted to grow its Millennial customer base around the New Year resolution time. They utilized Cumulus Media’s two major country radio stations and tied into Westwood One’s 58th GRAMMY’s weekend events with a text-to-win promotion — resulting in thousands of entries.
Planet Fitness in Dallas/Fort Worth sponsored a giveaway to attend Westwood One’s GRAMMY Rooftop Live!
Ruth Itzstein from Frisco, Texas, (pictured on the right with guest Julie Strohl) was the lucky winner of the Planet Fitness contest to attend Westwood One’s Rooftop Live.
To summarize the four brand experiential strategies:
- Create “money-cannot-buy” entertainment experiences around America’s major pop culture events.
- Cleverly integrate national brand partners.
- Amplify with social and other platforms.
- Connect local retailers to major national pop culture events.
Our next upcoming event will be the Academy of Country Music Awards, April 1-4, in Las Vegas. We offer both local and national activation opportunities. Contact email@example.com or your local Cumulus radio representative for more information.