More than 320,000 country music fans are present at the CMA Music Festival each year. When Miranda Lambert set out to promote her new album Platinum on June 3rd, 2014, REACH was called on to deliver a bit of “platinum” to CMA Fest fans.
Miranda Lambert’s personal Airstream, “Wanda the Wander,” was placed in Walk of Fame Park - the center of much activity at CMA Fest. Not only was Wanda present for fans to view and take photos with, patrons could participate in a variety of complimentary activities. Patrons were welcome to participate in the Platinum Hair Station to get their hair sprayed various colors, compete against one another in a friendly game of corn hole, or take pictures in the life-sized cutout of Miranda Lambert’s album cover artwork. A total of 9,000 Miranda Lambert branded bandanas and tattoos were distributed throughout the four-day festival providing countless impressions as fans became walking billboards sporting their Miranda Lambert Platinum swag.
Additionally, Miranda Lambert’s store, The Pink Pistol, created a pop up store down the street for fans to visit. Brand Ambassadors in the Walk of Fame footprint distributed flyers that drove traffic to The Pink Pistol where consumers could purchase the new album and receive a pair of Platinum branded aviator sunglasses.