Co-op jumps on live brand experience bandwagon

Date: 09/07/2010

The Co-operative has jumped on the live brand experience bandwagon with a new joint venture with the British Music Experience exhibition.

Launched by Franz Ferdinand's Alex Kapranos at the O2 Dome in London, the campaign will see the supermarket chain giving away 15,000 free tickets to young people across the country.

Part of The Co-operative's wider Inspiring Young People campaign, the launch event gave children from schools near the O2 the chance to get under the skin of the music business.

Kapranos gave advice on how to make it as a rock star.

The Co-op's chief executive officer Peter Marks told CMU: "The partnership with the British Music Experience is a natural fit for The Co-operative. We are committed to inspiring young people and already have a number of programmes which engage with them - whether it's through sport, music or education."

Carlsberg recently joined forces with Live Nation to start a major live brand experience initiative.

Written by David Farrior ADNFCR-2060-ID-19883450-ADNFCR

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Co-op jumps on live brand experience bandwagon

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