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PR Case Studies Boom! London PR agency client Carling 'Feeder' gig

Published on January 12th, 2012

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Carling – Music sponsorship

Client: Coors Brewers

Campaign: CarlingLive 24

Brief: Create activity that will target 18-24 year old males nationally and in London & leverage scale of Carling venue sponsorship properties in London. Showcase brand’s identity in music.

Key criteria: Secure key media partners to maximise value and drive national awareness

Create a compelling point of difference for Carling – It would not happen without Carling’s involvement

Drive value from existing venue deals

Carlinglive.com ticket mechanic

Creative: Creation of major new music event – CarlingLive 24. Carling celebrates the London music scene across multiple events in one day – the rock n roll capital of the world. From 0700 – 0700hrs

A ‘non-stop’ showcase of live music across Carling’s London venues – theme reflected in event identity and artwork

Activity: XFM & Evening Standard secured as media partner in year 1. Live broadcast and updates throughout the day. Competition branding on ES billboards across London

Branded London bus ferried media and VIP’s between venues on the day

Agency role – event concept creation, branding, event talent & sponsorship management

Key results: Positive increase in brand preference and perception in brand research. Creation of major new annual created not branded’ music property. Development of CarlingLive24 concept into ad-funded TV show with Channel 4 in years 2 & 3. Major incentive for outlet partners with sale promotion ticket giveaways across London. Sampling – over 13,000 free pints poured for consumers in one night

Coverage: Branded coverage in Times, Guardian. Mirror, Sun, NME, XFM, Uncut, Metro, Music Week, Time Out, Evening Standard, 6Music, MTV, Virgin etc. Estimated reach 16 million consumers

(note: activity carried out by Boom! founder Justin Crosby whilst at previous agency)

 



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