The New Plan – a savvy six-way cross-promotion

Exemplifying the imaginative, multi-featured path it's now possible - and imperative - for media to pursue, Exclaim! magazine, CBC, Mint Records, HMV, Puma and Mazda are teaming up in an exceptionally sticky, youth-oriented initiative whose end result will be a concert tour and free CD giveaway. That might seem like a no-brainer when young music lovers are the target. But check out what each of the six partners is bringing to the table to achieve admirable synergy and a potential ROI bonanza.

The kickoff concept was an anniversary celebration for Exclaim!, the Toronto-based music publication that's been promoting new music to Canadian fans with frequent concert tours since 1991. 'Past sponsors have included Jeep and Levi's,' publisher Ian Danzig tells Media in Canada. 'And this year we once again brought together a number of organizations who are looking to target our dedicated readership.'
By Terry Poulton
August 17, 2006

Exemplifying the imaginative, multi-featured path it’s now possible – and imperative – for media to pursue, Exclaim! magazine, CBC, Mint Records, HMV, Puma and Mazda are teaming up in an exceptionally sticky, youth-oriented initiative whose end result will be a concert tour and free CD giveaway. That might seem like a no-brainer when young music lovers are the target. But check out what each of the six partners is bringing to the table to achieve admirable synergy and a potential ROI bonanza.

The kickoff concept was an anniversary celebration for Exclaim!, the Toronto-based music publication that’s been promoting new music to Canadian fans with frequent concert tours since 1991. ‘Past sponsors have included Jeep and Levi’s,’ publisher Ian Danzig tells Media in Canada. ‘And this year we once again brought together a number of organizations who are looking to target our dedicated readership.’

The magazine first buddied up with Vancouver-based record label Mint Records to prepare an October 9-22 cross-country concert tour dubbed the ‘Exclaim! Mint Road Show’ featuring Mint label artists The New Pornographers, Immaculate Machine and Novillero. Mazda then came on board with the ‘Mazda Start Up Band Search,’ an interactive microsite where bands can upload their music and music fans can check out the tunes and choose their favourites. Based on the results, three bands will be selected for opening slots at the Toronto, Montreal and Vancouver shows.

While the tour is in progress, HMV will provide promotional signage highlighting the star bands, plus tour-related listening posts, at all of its 113 retail outlets across Canada – giving away (for free!) 3,000 copies of the official tour CD provided by CBC. Puma will outfit the bands and provide incentive items at the merchandise table throughout the tour .

CBC went all out, contributing 15 tracks of exclusive studio sessions they recorded with Mint artists in their Vancouver studios throughout the years, including the bands on the upcoming tour. The resulting CD will be wrapped in a cover promoting the Exclaim! Mint Road Show tour. CBC Radio 3 will promote the tour through its podcast, terrestrial radio and Sirius satellite radio programs, plus have some of its personalities do the MCing. CBC will also be giving away Sirius Satellite radios at each of the shows as well as providing them to each of the performers.

‘Youth respond to programs that mean something to them,’ says Danzig. ‘Giving the audience what they want is integral to successfully engaging them and you can’t fully achieve it unless you work, play and live within their scene.’