Eckrich Music City Sing-Off

 

THE STRATEGY

Plan, execute and staff a country music talent search, Music City Sing-Off, in key markets at music festivals across America to identify rising stars and further develop the authentic partnership between the genre and Eckrich. The winners from four different qualifying competitions culminate in Nashville, TN for the final Grand Prize event, where a winner is chosen as an Ambassador to Eckrich for one calendar year.

THE OBJECTIVE

To generate Brand awareness, exposure and loyalty by developing an authetic partnership with the Country Music genre and demographic.  Support and promote an up and coming country music artist to represent the Brand in public and private engagements.

THE RESULT

Thousands of country music fans were engaged with Eckrich through expansive branding and radio promotion at each Music City Sing-Off event occurring at four well-known festivals – CMA Fest in Nashville, TN as part of Tootsie’s Honky Tonk Alley; Buckeye Country Superfest in Columbus, OH; Summerfest in Milwaukee, WI and Oregon Jamboree in Sweet Home, OR. The Grand Prize competition was held in conjunction with Tootsie’s Birthday Bash in Nashville, TN. Local radio partners were involved in every city, and Rolling Stone Country Ram Report host, Ashley Eicher, was on-site to interview all contestants and host each event.  The winner of the final competition was awarded a contract to record a 1 song EP as well as represent Eckrich in corporate appearances, special events and public relations events.


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