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Case Studies -
Event management
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Friday, 17 October 2008 08:18 |
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M & I Corporation is a sponsor of Summerfest, the World’s Largest Music Festival, in addition to Discovery World. Geiger was contacted to develop integration of music and its sponsorship of Summerfest into a promotional activity to gain exposure as well as engage M & I employees. As a result, Discovery World, which was having a Les Paul exhibit, was contacted to leverage the exhibit and create a birthday video and tribute to Les Paul, as well as tie into the M&I Classic Rock Stage sponsorship at Summerfest through M&I’s annual guitar lighting of its headquarters on North Water Street. For employee day at Summerfest, a Guitar Hero contest was conducted for employees on stage in the M&I Classic Rock Stage area as a spectator activity
Persons in the greater Milwaukee area had their birthday wishes recorded to Les Paul for his 93rd birthday. In addition, persons from around the country could upload their tribute video for inclusion into the video. The video featured the Governor of Wisconsin, Genesis guitarist Daryl Stuermer, the owner of the club where Les Paul started playing, and local musicians and fans. The video was used at the following locations:
- Pre Summerfest hospitality reception with Les Paul;
- Discovery World exhibit
On site at Building lighting
On site included
- Radio remote with play list to include Les Paul guitar- playing musicians
- Viewing of the video
- Opportunity to record a greeting for inclusion into the video
- Appearance by Les Paul
- Building lighting
Results:
- Three(3) press releases were sent by M & I to major publications. 6,000 websites ran at least one of the press releases.
- In addition, Daryl Stuermer placed the release on his website, darylstuermer.com, as well as the band Genesis website, genesis-music.com
- Radio partners 97.3 the Brew and 95.7 also placed on their website as well as recorded mentions for placement on their broadcasts.
- Radio station also appeared at the Building lighting with an interactive game, trailer and played music from Les Paul guitar players.
- Local television stations covered the building lighting and Les Paul appearance.
- A 23 minute video was produced and played at the Discovery World exhibit.
- The employee competition at Summerfest filled all available timeslots, and will be repeated in subsequent events.
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