Monday, 7 February, 2011 2:55 PM
Gloriana Mobilizes Young Country
Fans for Hot Topic and Quaker Chewy Granola Bars (CMA)
courtesy of Hot Topic
— Mike Gossin, Rachel Reinert, Tom Gossin and Cheyenne
Kimball — is featured in a window display campaign for
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:
courtesy of Quaker
advetisement for Quaker Chewy Granola Bars.
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