Challenge: Identifying a highly visible, lightweight, long-lasting, low cost concert giveaway.
What better place to create awareness for and reach potential viewers of a music network channel than at a live music event? Such was the thinking of Team TUTV when they decided to set up a TeleHit booth at MX Live Fest in San Jose, California.
TUTV, a joint venture between Televisia and Univision, distributes five Spanish-language networks, including TeleHit. TeleHit is a Spanish music and lifestyle television network, delivering its programming by cable and satellite to viewers across the United States, Spain and Latin America. The station provides a blend of musical rhythms from pop and rock to hip-hop and reggaeton, which is a fusion of all of the above sounds—and more.
That blended sound is what made the MX Fest a perfect venue for channel awareness, MX Fest being a Mexican music festival featuring what has been called the “A-list of today’s popular Mexican pop and rock scene.” The team booth would be situated at the festival entrance so that their selected promotional product would make it into the hands of front-row viewers, thus creating high brand visibility for TeleHit.
Before selecting their giveaway product, the team set forth certain product criteria. They wanted something 1) highly visible, to maximize brand awareness, 2) lightweight, so that people wouldn’t mind carrying it, 3) long-lasting, so that people would take the product home and reuse it, 4) and low cost, so that, whatever the product was, the team could give away many.
Solution: A 22-inch-square custom design bandana with large, customizable imprint area.
It wasn’t long before the team conceived of the perfect idea, one they knew would greatly appeal to their target audience: a branded bandana. And that’s when they turned to ePromos’ Account Executive Stephanie Kraut. Stephanie, with her deep promotional product expertise, helped the team quickly identify a bandana that would meet cost and visibility criteria: the 22-inch by 22-inch Custom Design Bandana, available in full cotton or a 50/50 cotton-poly mix, and in 22 colors. Its large imprint area—16 inches square—is completely customizable, suitable for your full artwork spread, logo or advertising message. The team opted for an attractive repeat of the light blue TeleHit logo on a white bandana.
Result: TUTV team “almost mobbed” by eager concert-goers; hundreds of front-row, waving bandanas welcome bands to the stage.
The team reports promotional success—perhaps even too much so! They said they “almost got mobbed” by people eager to claim their TeleHit-branded bandanas, which were quickly distributed to those in the gates first. And the bandanas created an added air of front-row excitement as well, as concert-goers waved them—and the TeleHit name—in unison as bands took the stage.
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