Challenge
- Orchestrate and execute integrated, experiential marketing for CMT and broadcast partners Maybelline and Chevrolet
- Develop strong consumer connections between CMT, partners, CMA Awards, and New York City
- Effectively target New Yorkers during CMA week
- Distribute product samples, “tune-in ” and product messages
Strategies
- Expanded market intelligence and experience into effective CMT connection-strategies
- Created “CMT Urban-Cowgirl” team to distribute Maybelline asamples, Chevrolet calendars, “tune-in” and product messages
- Designed “urban-cowgirl” uniform with country-styled “cowgirl” hats and jeans offset by “New York chic” rhinestone CMT shirts, fashion-heavy Ugg-style boots and messenger bags
- Targeted key traffic areas: Times Square, Grand Central, Penn Station, Union Square, Herald Square, and Madison Square Garden
Results
- Provided real-time, in-market consumer feedback to CMT
- Delivered hundreds of thousands of impressions
- Campaign executed at CMT Music Awards in Nashville, TN
