Company: Grey Goose and BET
Campaign: Launch of Rising Icons series
PR Team: Grey Goose, BET, Harrison & Shriftman PR
Launch: July 27
Marketing, advertising, and PR Budget: More than $3.5 million
Objective: BET Networks and Grey Goose Entertainment joined forces to launch Rising Icons, a new series from BET about emerging artists, including Keri Hilson and The Dream. "The Rising Icons series presents BET Networks with an innovative and unique way to showcase both music and branded entertainment options to effectively reach urban audiences," noted Marcy Polanco, BET director for music programming, in an e-mail.
This is the second time the two companies have partnered together. The pair also collaborated on events around President Obama's inauguration.
Strategy: "Our PR strategy is highly targeted," said Chauncey Hamlett, brand manager for Grey Goose, noting a focus on outreach to the music industry and consumers interested in urban, hip-hop, or pop music. The campaign also partnered with Complex.com to host a microsite and an 11-city tour to "not only bring the artists and their stories to consumers by screen, but actually bring them into the marketplace and allow [consumers] to experience the music and touch and feel the partnership," Hamlett explained.
Tools: Grey Goose and BET partnered with Grey Goose's AOR Harrison & Shriftman PR for media relations, targeting music publications and bloggers, business trade, local newspapers and radio, and entertainment print and TV outlets. In addition to the tour, BET and Grey Goose are hosting a kickoff party on July 27 in New York. BET is leading the online outreach, incorporating Rising Icons into BET's established online presence. Rising Icons also has its own Twitter and Facebook pages, as well as pages for the artists featured. Social media was also used to secure audiences for tapings of the show.
Measurement: BET and Grey Goose will measure the success of the campaign through ratings of Rising Icons, feedback, and media coverage of the events, as well as participation in the tour.