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Entertainment News

Monday, 7 February, 2011 2:55 PM

Gloriana Mobilizes Young Country Fans for Hot Topic and Quaker Chewy Granola Bars (CMA)

Photo courtesy of Hot Topic

Gloriana — Mike Gossin, Rachel Reinert, Tom Gossin and Cheyenne Kimball — is featured in a window display campaign for Hot Topic.

By Brad Schmitt
© 2011 CMA Close Up News Service

|

Gloriana shocked the music world in 2009 by beating out Lady Gaga, R&B’s Keri Hilson and hip-hop’s Kid Cudi for Breakthrough Artist honors at the American Music Awards. Since then, the Emblem / WMG recording act has remained a hot Country property that mixes well with artists in other genres, even in the corporate sponsorship world.

Gloriana now appears alongside pop star Jason Derulo and “American Idol” champ Jordin Sparks in the Quaker Chewy Granola Bars Afterschool Rocks campaign. Gloriana also has their own T-shirt available at the Hot Topic clothing chain, sharing space with items that feature Drake, Eminem and Paramore, among others.

“We love the Gloriana brand,” explained Bill Fiely, Senior Brand Manager, Quaker Snack Bars. “We love what they stand for, which is why we teamed with Gloriana for the Quaker Chewy Afterschool Rocks campaign.”

“Hot Topic carries merchandise for music, film, television and gaming properties that appeal to a wide range of teen customers,” said Leigh Rodwick, Marketing Director, Hot Topic. “We believe we can have success with music artists in every genre as long as they are youth-based and relevant and have high levels of musical credibility.”

The Gloriana T-shirt features them lying on hay. It was one of 15 music tees displayed in 682 storefront windows as part of a back-to-school promotion, which also included Country’s The JaneDear Girls.

The Quaker Chewy campaign features videos and music from Gloriana at www.QuakerOats.com/AfterSchoolRocks. The company is driving traffic to that site through a variety of media, TV, online and print, including Country Weekly. Once there, consumers can use codes from specially-marked boxes of Quaker Chewy Granola Bars to download songs and watch videos that capture the artists talking about various topics, including fitness and, of course, how much they like Quaker Chewy Granola Bars. While there, visitors can also learn about the importance of afterschool programs.

“A growing percentage of our customers are fans of Country Music,” Fiely noted. “As we looked into the Country landscape, we believed Gloriana was a natural fit with our brand and with the campaign.”

Hot Topic’s Rodwick described consumer reaction to the Gloriana T-shirt as “incredible.” “Teens of today are not limited to or defined by specific music genres,” Rodwick said. “In the future, we certainly plan to partner with other young, hip Country artists as they emerge.”

On the Web: www.Gloriana.com; www.HotTopic.com; www.QuakerOats.com.

 

Photo courtesy of Quaker

Gloriana advetisement for Quaker Chewy Granola Bars.

 

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