Brand experience campaign launched by US financial firm

Date: 27/04/2010

Country Financial has announced it is creating a new entertainment sponsorship model and it hopes that through a live brand experience, it will "take event marketing to a new level".

The company announced that it is bringing together a powerful brand experience of entertainment marketing with the associated efficiency of highly-integrated live events alongside online and mobile applications under the "Road Trips and Guitar Picks" moniker.

It will combine elements of entertainment and education to allow consumers to understand how they can make improvements to their own financial security, collaborating with singer-songwriter Jewel and country music star Jason Aldean.

Attendees to events and others using digital means will have access to live concerts, gaming, sweepstakes and other interactive elements to "drive awareness of how smart financial decisions have a positive impact on families".

Doyle Williams, chief marketing officer of Country Financial, said: "Road Trips and Guitar Picks is representative of where the sponsorship marketing world is going - developing big ideas and tying them back to specific business objectives."

GAME, the computer entertainment retailer, recently told MCV that it is hoping to use online interactivity to establish its brand experience to a greater degree.

Posted by Peter Chad ADNFCR-2060-ID-19745536-ADNFCR