Parents are encouraged to create a video of their child performing one of four pre-selected songs and upload it to www.chewysuperstar.com, where voting takes place. Consumers also have the option to record their performances on the Quaker Chewy Mobile Recording Studio, which will visit eight US cities this summer. The recordings will be emailed to participants and they can then upload them to the submission website.
After the entry period closes on August 5, a panel of judges will narrow the submissions to five finalists on which the general public can vote. The winning entrant will receive $5,000, a contract with Jonas Group Management, the opportunity to record a song produced by the Jonas Brothers, an online music video, and a music video clip aired on national television.
Edelman aims to help the brand reach out to moms. Quaker believes that music is a smart focal point for the campaign because it can bring moms together with their children. Shira Schwarz, marketing manager at Quaker, said the campaign is intended to provide mothers with a creative way to connect with their families.
“We really believe in nourishing kids' play and providing opportunities for creativity and making that accessible for all moms,” Schwarz said
Quaker Chewy Superstar Search is being promoted through today's launch event, media relations with print and broadcast outlets, mom-blogger outreach, and through Facebook and other social media channels. Quaker hasn't disclosed the overall budget for the project.