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Monday, 6 September, 2010 8:52 PM
Martina McBride Rises and Shines
with SunnyD (CMA)
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Photo
courtesy of Sunny Delight Beverage Co.
Martina
McBride spreads the word for SunnyD's "Time to Shine"
campaign. |
| By
Brad Schmitt |
| ©
2010 CMA Close Up News Service |
For a while this year,
you couldn’t turn on the TV without hearing Martina McBride
sing the “Shine On” jingle for SunnyD. She appeared
in national print, retail and digital ads, while SunnyD had photo
booths, iPod giveaways loaded with McBride music, beach balls, glow
sticks and free bottles of SunnyD at each of her shows during the
“SunnyD Shine All Night Tour.” Branded trucks, tents
and kiosks appeared at retail outlets, military commissaries and
elsewhere, helping fans connect to the campaign. A contest, inviting
visitors to “tell us how your kid shines,” drew thousands
to the SunnyD Web site.
“In my two and
a half years with the brand, this is the largest holistic marketing
effort the brand has ever done,” said Mark Ozimek, Assistant
Brand Manager, Sunny Delight.
“Shine” is
the key word here. It was the title of McBride’s most recent
album, which dovetailed with SunnyD’s launch of a “Time
to Shine” “Kids’ Shining Moments” campaign
to spotlight children’s accomplishments.
“SunnyD shares
the same values as I do,” McBride insisted. “And the
partnership made sense. The message and campaign is something I
believe in, and as a mom I thought it was great that SunnyD was
putting the spotlight on kids and rewarding them for working hard
and succeeding at their individual talents.”
“Martina is a great
fit,” Ozimek said, noting that SunnyD’s research identified
many of its customers as Country fans. “First off, she’s
a mother of three girls, and she clearly wants the best for her
children. And her ensuring message about optimism matches the brand’s
positioning.”
Through its “Kids’
Shining Moments” campaign, the company presented the grand
prize winner with $10,000 and a VIP trip to see McBride perform
at the Grand Ole Opry in Nashville. All who entered received gifts
that included three-month membership in McBride’s fan club
and access to exclusive behind-the-scenes footage from the “SunnyD
Shine All Night Tour,” thus expanding the artist’s potential
customer base. Monthly winners also received scholarships and/or
other prizes to encourage kids to continue achieving.
Pictures and essays submitted
for the contest were posted online at www.SunnyD.com/Martina-McBride-tour.
They ranged from charming to deeply moving, such as one from the
mother of a boy named Nathan: “My father became a quadriplegic
three years ago in an accident. Nathan heard about the (YMCA) Kids
Country Music Marathon the year after and asked if he could run
for Papa, because ‘Papa can’t use his legs. I’ll
run for him.’”
“Consumers came
to our site to not only tell us about their kids, they also read
through these stories of others. They spent time reading about other
kids. Any brand loves to see people coming and actively engaging
in the message we have,” said Ozimek, noting as well that
his company’s partnership with McBride has extended to include
a SunnyD Book Spree to deliver books to school libraries, beginning
in August.
Martina McBride will
appear on “CMA Music Festival: Country’s Night to Rock,”
a three-hour television special to air Wednesday, Sept. 1 at 8/7c
on the ABC Television Network. Hosted by Tim McGraw, the “CMA
Music Festival: Country’s Night to Rock” television
special also features performances by Trace Adkins, Jason Aldean,
Dierks Bentley, Billy Currington, Alan Jackson, Jamey Johnson, Kid
Rock, Lady Antebellum, Miranda Lambert, Martina McBride, Reba McEntire,
McGraw, Justin Moore, Brad Paisley, Kellie Pickler, Rascal Flatts,
Darius Rucker, Blake Shelton, Taylor Swift, Josh Turner, Carrie
Underwood, Uncle Kracker, Keith Urban, and Zac Brown Band.
Visit www.ABC.com
to view a series of 20 online videos of behind-the-scenes action
of the 2010 CMA Music Festival.
"CMA Music Festival:
Country's Night to Rock" is executive produced by Robert Deaton
and directed by Gary Halvorson. The 2010 CMA Music Festival is organized
and produced by the Country Music Association. "CMA Music Festival:
Country's Night to Rock" is filmed in high definition and broadcast
in 720 Progressive (720P), ABC's selected HDTV format, with 5.1
channel surround sound.
On the Web:
www.SunnyD.com;
www.MartinaMcBride.com.
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