Clear Channel is working with Dodge on a campaign around the iHeartRadio Music Festival with recording star Pitbull to promote the 2013 Dodge Dart. Dodge is marketing the 2013 Dodge Dart to Millennials, among other audiences.
“The Road to Las Vegas” event will ultimately send 12 fans and their guests to the iHeartRadio Music Festival 2012 at MGM Grand in Las Vegas on Sept. 21 and 22. In addition, one participant will win a special “iHeart Dodge Dart” customized by international recording artist Pitbull.
There will be 11 major market events leading up to the festival, which will bring together music, on-air Clear Channel radio personalities and test-drives of Dart, the brand’s new compact. Each test-drive participant will automatically be entered into the sweepstakes to win one of 12 VIP experience packages to the festival, including two tickets to the Festival, a backstage meet-and-greet with Pitbull and a chance to win his one-of-a-kind customized Dodge Dart.
Consumers taking Dodge Dart test-drives at Dodge dealerships across America also will be entered into the sweepstakes.
Throughout the tour, Dodge “road-tripper” street-team bloggers and Clear Channel radio station on-air personalities will direct listeners to additional events taking place across the country – with each test-drive providing a chance to win a VIP trip to the iHeart Festival.
The Dodge brand will promote the summer music events online through iHeart. The summer tour will also be promoted across Clear Channel Hot AC, Rhythmic AC, CHR, Rhythmic CHR, Urban stations, and Spanish Contemporary stations in the top 50 markets through on-air spots and radio personality interaction and engagement with listeners across the country.
The first event began in Dallas on July 29. Additional stops take place in Phoenix (Aug. 4-5), Los Angeles (Aug. 10-12), San Antonio (Aug. 18), Orlando, Fla. (Aug. 25), Atlanta (Aug. 31), Baltimore (Sept. 7), Brooklyn, N.Y. (Sept. 8) and Denver (Sept. 16). Dates will be announced soon for additional tour stops in Detroit and Chicago.
RBR-TVBR observation: It’s about time they finally integrated an advertiser into the continuous iHeartRadio Concert announcements across CC stations nationally via the ubiquitous nasally-voiced female voiceover. If they can integrate a few more, this may actually make them some big bucks and be more worthwhile than to just hype one September concert event continuously for almost a year.
