Euro RSCG 4D Impact, We Work It Entertainment Group Feature Two New Programs In Impact Music Partnership
Chicago, Illinois (PRWEB) December 26, 2011
Building on two years of success building robust, immersive music and technology platforms for clients and artists, Euro RSCG 4D Impact and We Work It Entertainment Group have announced an expansion of their Impact Music partnership that features two new programs, each of which strengthens relationships and creates new opportunities to connect brands with consumers.
“Our goal with the expansion of Impact Music is getting artists in front of brands early on, so that we can truly build an integrated campaign that makes sense for the brand and the artist,” said Bill Meyer, CEO of Euro RSCG 4D Impact.
“Times have changed,” Spike Wray-Kirk, We Work It’s president, said in describing how clients and artists now work toward mutually beneficial partnerships. “There’s not a lot of people who know how to take care of the brand, take care of the artist and hold the torch for everybody, so that when it gets down to feet on the street, it makes sense.”
Since both firms announced the strategic marketing alliance, their shared goal has been in linking client brands and musical artists to reach audiences in memorable ways, through immersive music and technology platforms. Amid a changing landscape in which people consume media differently, both firms understand that partnerships provide an improved means of communicating product benefits to a new consumer audience and allow brands to reach consumers where and when they are most receptive to product messages.
The first new program, the Impact Music Artist series, allows brands and musical talent to meet and determine whether a partnership opportunity exists. During the first hour of each two-hour visit to the agency, the featured artist shows the latest music video, performs three acoustic songs, and takes part in a Q-and-A session and meet-and-greet with those in attendance. In the second hour, the artist and his or her management meets with individual Euro account teams, who ask questions to gain a deeper understanding of the artist’s interests and background. If a partnership can be created between an artist and a Euro brand, these details are discussed later. Since the program began in March, artist participants have included country music stars LeAnn Rimes and Randy Montana, singer-songwriter Jewel, American Idol runner-up Crystal Bowersox, emerging country talent Hunter Hayes and Grammy Award-winning R&B artist Anthony Hamilton.
The second new program, the Impact Music Speaker series, launched Dec. 5 and features music industry leaders responsible for licensing and publishing. Wray-Kirk said she already has booked speakers for the program through May. Like the Impact Music Artist series, this program’s goal is to explore how new opportunities can be created for new and potential clients with Euro.
Both companies have worked together on several opportunities that draw upon We Work It’s music talent connections and proprietary technology and Euro RSCG 4D Impact’s brand-building events and expertise. One key win for the brand, artist and consumer was last year’s Kraft Velveeta Shells & Cheese “Better Side of Dinner” tour with country star Rodney Atkins, for which the firms arranged all details. These included structuring a branded deal with the artist’s management, agency and record label; handling all publishing and licensing agreements; putting together a contract for the lead tour partner and an exclusive song written for the brand by Atkins, for TV, radio and digital use; handling all meet-and-greet events; providing and managing the full on-site execution team and experience on tour and online; and serving as the main point of contact for the brand and artist throughout the program. The campaign obtained substantial reach, including 54.1 million impressions through 3,815 media placements; 475 Facebook fan page interactions on Rodney Atkins’s 10 Velveeta Shells & Cheese-related posts; and the addition of hundreds of new brand advocates through bloggers and a “Best Side of Dinner Challenge” giveaway contest across seven blogs.
About Euro RSCG 4D Impact
Euro RSCG 4D Impact is a leading, strategic, ROI-oriented provider of a unique spectrum of consumer-targeted marketing services, including Experiential Marketing, Life-Stage Sampling and Consumer Engagement Displays, place-based media. As part of the marketing services division of Euro RSCG Worldwide – one of the world’s largest fully integrated marketing communications companies – Impact delivers meaningful, branded messages to the greatest possible number of targeted consumers, providing them with memorable, relevant experiences that drive a call to action. Our offices are in Chicago; Atlanta; New York; Washington, D.C.; San Francisco; and Knoxville. For more information, visit http://www.eurorscg-impact.com.
About We Work It Entertainment Group
We Work It Entertainment Group is a full-service agency that provides seamless activation of investment in live music events to create meaningful connections between the brand, artist and consumer. The company is committed to performing its craft with knowledge, accuracy, integrity and passion, and its award-winning, national reputation is based on 17 years of specialization in music marketing and tactical strategy. Our offices are in San Francisco and Chicago. For more information, visit http://www.weworkitent.com.
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