M & I Sponsor Activation

M & I Corporation is a sponsor of Summerfest, the World’s Largest Music Festival. Geiger was contacted to develop integration of music and its sponsorship of Summerfest into a promotional activity to engage M & I employees. Geiger & Associates offered creative concepts, researching trends and matching the target audience and culture with the activity.  For employee day at Summerfest, a M & Idol contest was conducted for employees. Employees were contacted to sign up for the opportunity to be selected as the first M & Idol, with finalists competing on stage at Summerfest atthe M&I Classic Rock Stage area. Geiger negotiated to arrange for a meet & greet opportunity for the finalists with American Idol contestant Danny Gokey, who was appearing at Summerfest the same day as the M & Idol copmpetition.

Geiger created the concept, developed communication documents to employees, negotiated agreements with partners to execute the promotion, and executed all events. Auditions were held using professional sound and lights, Master of Ceremonies, and a panel of judges from the professional music industry. The contestants were then pared to finalists, and the same format was used at Employee Day.

Results:

• Employee participation in the activity doubled from past experiences.
• Largest attendance at Employee Day at Summerfest, and largest audience of all stages on the grounds for the time period.
• A video was produced of the auditions and finals.
• Professional photographer recorded the activity and the Gokey appearance.
• Comment from M & I executive:

o   Great job on Sunday!  Everything worked out so perfectly, and I know that's because of all your advance planning.  ,,,, two senior executives who were in attendance both said it was a wonderful event.........with very talented employees.