MuchMusic expands event footprint

Bell Media's director of brand partnerships tells MiC about the sponsors for the Big Jingle and the additional events it plans on adding in 2013.

Bell Media is expanding the event footprint for MuchMusic with the launch of its first non-summer extravaganza this weekend, Much Presents: The Big Jingle.

The holiday-themed event targets MuchMusic’s 12-to-34 demo, with artists at the concert (including Carly Rae Jepsen, Cody Simpson and Simple Plan) more closely targeting to 12- to 24-year-olds, Dave Caporicci, director of brand partnerships, Bell Media, tells MiC.

Virgin Mobile is sponsoring a Virgin Mobile Members Lounge, which will seat between 30 to 40 people.

Drinkable yogurt Astro Kik sponsored a contest for one fan to come and introduce the headlining act at Sunday’s event.

Coca-Cola has expanded its Coca-Cola Covers program to include the Big Jingle, with the 2012 program winner, Tyler Shaw, singing his first single with Sony Music, called “Kiss, Goodnight” to open the event on Sunday.

H&M will be activating with on-site gifting, and Starbucks will be giving four concert-goers a seat upgrade to their suped up suite.

Lastly, The Source will be activating with a lounge of its own, inviting one winner and four friends to the private Monster NCredible Lounge at Sunday’s concert, says Caporicci.

In addition, Caporicci says each brand will be integrated into contests and content, which will run between the sets of each musical act.

“For the first time we are able to offer our partners unique opportunities on site,” he says. “Based on the response from advertisers we feel like this is a homerun for them in terms of being able to come up with a really great opportunity that is holiday themed with our youth focused brand.”

Caporicci says the launch of MuchMusic’s Big Jingle is the tip of the iceberg for the brand in terms of events, adding there are plans to bring its hosts closer to the audience across Canada with more branded happenings coming in 2013.