Van's Fans Are Warped
Experiential marketing breaks throught the clutter and delivers a fickle audience.
(PRWEB) July 21, 2004 -- Van's Shoes has been the brand to wear with skate boarders, slackers, surfers, punks as well as the cool and hip across three generations. My dad wore them, I wore them and now my little brother wears them consistently. Van's has thrived in a highly competitive market filled with brands such as Airwalk, DC Shoe, Skechers, Etneis and a litany of others.
Van's success is in part their consistent cutting edge branding to a fickle and hard to reach demographic through the Vans Warped Tour. The Warped Tour has featured acts such as The Ataris. Andrew W.K., AFI, Simple Plan, Mest, Sum 41 and 100's of others, all targeting Van's core demographic. Van's has capitalized on Warped Tour not only as a branding vehicle but as a traffic builder in-store and online through contesting, in-store artist appearances, compilation CD's and Internet promotions.
Thom King of Los Angeles based entertainment marketing company Multimediary which has integrated several major brands into experiential marketing opportunities like Van's Warped Tour and OzzFest had this to say about the effectiveness of this type sponsorship model. "When you give a consumer an experience they will never forget you." He added "We have created and managed several face to face marketing opportunities for our consumer brand clients which have engaged the audience with their message from within the entertainment experience rather than from the perimeter where most corporate partners end up. This has resulted in tremendous brand equity and moved a lot of product off the shelves at retail."
Consumer brands looking for integration into tours must also consider the sense of loyalty attendees and participants feel toward concerts and signature events. In year one of its skateboarding program, Lego's Bionicle arm awarded product to winners of a Bionicle Best Trick Contest at California Amateur Skateboard League events. Three years later, Bionicle runs the contest at 70 events through 10 properties.
Entertainment marketing works.
For more information on how your brand can capitalize on experiential marketing contact:
Thom King
Multimediary Entertainment Marketing, Inc.
800.851.6314
Visit the web site at http://www.multimediary.com
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