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 Components of the Integrated Campaign
Much more than a mere endorsement, the broad campaign integrates a mul- titude of activation components that
are creating a true connection between Rascal Flatts fans, JCPenney stores and American Living clothing. The platform is poised to serve as the new benchmark in tour sponsorship activation.
• Social Networking: Robust linkage and consumer participation on JCPenney and Rascal Flatts Facebook sites.
• Original “American Living” Song: Rascal Flatts wrote an original song inspired by the American Living brand which is being used for numerous marketing applications. The band is also performing the song “live” on the concert tour.
• National Television Commercial: Airing May 17 - June 6, 2009 on prime time and cable television programming,
a 30-second commercial featured Rascal Flatts band members in American Living apparel and singing the “American Living” song.
• Special Version CD: The song “American Living” is available on
a special version of Rascal Flatts’ new CD “Unstoppable”. The special version is sold exclusively at JCPenney. Custom point of
sale displayers were designed
to showcase the CD at cash registers inside all JCPenney
For every CD sold, one dollar is being donated to the JCPenney Afterschool Fund (www. As of August, 2009, more than 175,000 copies have been sold
at JCPenney stores across America.
• In-Store: In addition to the CD, in-store merchandising also includes Rascal Flatts American Living concert tee- shirts.
• CD Booklet: Gary LeVox, Jay DeMarcus and Joe Don Rooney were featured in American Living clothing inside the CD booklet for the new Rascal Flatts release “Unstoppable”.
• On-Tour Venue Signage:
A comprehensive on-site signage and graphics package was created to make an unmistakable JCPenney/American Living/Rascal Flatts brand connection and form a lasting impression in the minds of concert attendees.
     • The hub of the campaign is “Title” sponsorship of Rascal Flatts’ 2009-2010 and 2010-2011 US concert tours:
With over 60 sold-out concerts per year, the band is at the top echelon of the music-touring world.
• Tour Logo: EVI’s creative team designed and produced the tour logo being utilized in every aspect of the campaign.
• Website: - Launched on April 7, 2009. A robust microsite hitting on all aspects of the tour and the relationship between JCPenney, American Living and Rascal Flatts. The site is a direct extension the JCPenney retail website...the largest online retailer in the world.

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