Shop Til You Rock was a highly-anticipated, multi faceted promotional program and concert seriesheld exclusively at 121 GGP malls nationwide during the summer of 2010. Music was ahighly effective platform to connect with teens generating excitement and traffic. Disney star DemiLovato was the national spokesperson for Shop Til You Rock and helped generate national “buzz”,interest and awareness. In addition to being the face of the program, Demi made three appearancesin top markets; Los Angeles, Atlanta and Dallas.
Concert Streamed Live to Thousands Online… Demi kicked off the Shop Til You Rock tour atGlendale Galleria (Glendale, CA) with a live performance and meet ‘n greet. The concert wasbroadcast live via Cambio.com to thousands of viewers across the country. The recorded concert wasalso hosted on the site for the remainder of the tour and was viewed by over 200,000 fans.
Nearly 195,000 Teens and Their Families Attended Events During the Six Week Tour… andexperienced the full rock star treatment through interactive event areas at each mall packed withactivities, giveaways, on-site promotions and live acoustic concerts. Average attendance per Shop TilYou Rock event was over 1,600.
A powerful combination of music, fashion and technology was effective! Teens were given the rockstar treatment at the Rock On Salon where they could channel their inner rocker. With a unique code, theywere then able to access the photos online and share with their friends and social media communities.They could even manipulate the photos and add special effects.
Retailer Offers Where Teens Want Them…On Their Phones! Bluetooth technology was used to pushretailer offers to smart phones in the event area. Participants were instructed to set up their cell phones toaccept messages from Shop Til You Rock and then received special offers from participating retailers,chances to win cool prizes, and other event messages. Nearly 28,000 offers were transmitted to phonesduring the tour. Connecting with the bands was also a highlight for teens, many of whom recorded theconcert on their phones to share with their friends.
A dedicated program website was the on-line hub to promote the Shop Til You Rock program.All media and PR efforts directed visitors to www.ShopTilYouRock.com, an interactive website,featuring a flash-based entry page which treated visitors to a rich experience of music and clickablelinks to site content. Rolling over areas of the entry page created movement, sounds and specialeffects enticing the user to find out more. A special video message from program spokesperson DemiLovato promoted the Shop Til You Rock tour. The website received over 480,000 page views and170,000 unique visitors.
Music and More ... ShopTilYouRock.com featured music from program spokesperson Demi Lovatoas well as the bands on tour through a Shop Til You Rock playlist. Site visitors could also register forthe national sweepstakes – VIP tickets and backstage passes to see Demi Lovato. Live feeds tosocial media communities kept the conversations going throughout the social sphere.
Music, Music and More MUSIC! ... What would a summer concert series be without lots of music?ShopTilYouRock.com hosted not only the latest hits from bands on tour, but there were alsobiographies on the bands, links to their social media communities. A digital asset kit was provided toall bands for promoting Shop Til You Rock on their MySpace, Facebook, Twitter page as well as theirown website.
Interactive Online Game ... ShopTilYouRock.com featured a “Crowd Surfing Game” that users couldplay and then share their results via their social media communities. Music from Shop Til You Rockbands was integrated into each level of the game. You Rock!
Keeping in Touch… The Shop Til You Rock blogger kept fans up to date on the latest tour newsincluding the launch of the official Shop Ti You Rock iphone app which featured music from Demi Lovatoand Shop Til You Rock bands, plus photos, videos, news items and updates from program socialnetworks. The Shop Til You Rock iPhone App launched in the iTunes Store on July 28th. In a few short weeks the app had nearly 400 downloads and over 5,000 songs by bands on the tour were heard through the app’s Shop Til You Rock playlist.
Shop Til You Rock Goes Viral… A comprehensive e-marketing plan with a consistent voice wascreated to build awareness and drive traffic to www.ShopTilYouRock.com. By leveraging existing socialnetworks (Demi Lovato, participating malls and bands) to grow the Shop Til You Rock community, wereceived over 115 million impressions and coverage on over 105 websites.
Say Now… With one of the largest communities of fans on the popular Say Now website at 800,000+fans, members received a voice message from Demi promoting the mall event, sweepstakes andwww.ShopTilYouRock.com. Each time a Say Now message was sent, it was also promoted to Demi’sFacebook and Twitter communities to encourage additional exposure of the program message. Shop TilYou Rock also posted and tweeted to encourage conversations and the combined efforts proved highlyeffective. Within one hour of the Say Now website launch message, there were 503 likes and 127comments.
You Could Win…Customers were encouraged to register for VIP tickets to see Demi Lovato in concertplus backstage passes. The sweepstakes winner was featured in Shop Til You Rock social mediacommunities and members were able to view photos and read about the exciting trip to see Demi.Registrants were also offered the opportunity to sign up for The Club, GGP’s e-mail loyalty program.At the conclusion of the Shop Til You Rock program, over 22,000 new members registered via the mallevent tour and www.ShopTilYouRock.com .
High impact in-mall collateral package sets the stage for Shop Til You Rock…Promotional bannersand live concert banners highlighting the band in the top markets dominated mall messaging in the weeksprior to the tour stop. Promotional collateral complimented set design for consistent marketing of theprogram. Unique and custom pieces were used including a guitar case as a registration box, providingmemorable and relevant messaging.
Strategically placed messaging communicated the details of the event as well as the sweepstakes –a chance to win a VIP trip to meet Demi Lovato and see her in concert. Retailers were highlighted atthe event set through signage and special offer flyers while window clings were placed in storewindows. In addition to being the music sponsor of the Shop Til You Rock tour, Hot Topic alsopromoted the event in their stores and highlighted the performing artist.