[If you like what you read here, be sure to subscribe.] I have a confession: I attended the Miley Cyrus - Hannah Montana show on Saturday evening. I am not a fan - suffice it to say I attended for the benefit of others. My future cousins in-law had a blast and I got to see a friend doing what he does best (thanks Jason!). Though difficult to concentrate in the midst of 10,000 pre-teen girls shrieking at top volume, I did see some rather striking examples of marketing done right. All of it was so smooth and so integrated into the show, I think it was an example of what entertainment will be like in the years to come.
- Props to sponsor HP for recording video segments run during breaks in the show that integrated their sponsorship with their (and Miley's) charity work. It was the normal thing ("X percent of your new printer will be donated to Y"), but the production value was great and both kids and parents got the message.
- Award for the most ingeniously simple marketing scheme: OfficeMax. You might be asking yourself why HP and OfficeMax would be sponsoring a kid's show, but the sheer volume of well-off parents was proof enough. I saw more limousines (Hummer limos included) than I have for any rock show. Regardless, OfficeMax was giving away signs at a table outside the main doors with a word balloon printed on the front. The idea was that the kid wrote something ("We LUV you Hannah!") and held it up during the show. However, OfficeMax also included their logo prominently on the back of the sign. That way, each little kid was jumping up and down promoting OfficeMax to every person behind them.
- I noticed several un-uniformed young adults handing out what appeared to be surveys so, of course, I grabbed a couple. They start out pretty innocuous - age, gender (boy or girl, rather), frequency of interaction with Hannah Montana/Disney.com, excitement to see the show, etc. Then it asks you to name the sponsors of the show. A little weird, but ok. It only started to perk up my interest when out of the blue it asks about my printing frequency. Then the subsequent four questions are about my printing habits, with HP prominently in the first position of the multiple choice. The survey is a great touch-point, makes the child (or more likely the parent) notice HP's sponsorship, and it provides valuable information to the sponsor.
In all, well done by the sponsors of the show. None of the marketing was too invasive, but it certainly did not get lost either. There were lots of chances to wrote down the URLs displayed on the video screens during breaks, most of which included a situation where the sponsor was providing content or an opportunity, rather than encouraging parents to visit the website and see our exciting new line of, uh, printers (snore...).
Of course, no Hannah Montana marketing article could fail to mention the PR stumble regarding MileyWorld.com getting sued for false promises, but let the parents fight that out. And I learned that the t-shirt sales (occurring inside the venue) were not sanctioned by the Miley or Disney - so the bootleggers were making tons of money off her image. The girl might only be 15, but her handlers should be all over this if it is true. They are needlessly tarnishing her reputation and losing tons and tons of money.
But regardless, I commend the marketing at the show. (And if you haven't seen MileyWorld.com, check out the great benefits of membership - click on the "Tickets" tab, for instance.) Plus, I never would have listened to those songs otherwise, but many actually had a good message for kids, especially little girls. There was a song entitled "Nobody's Perfect" and others that talked about the power of friendship and self-confidence. Sure, it's a little schmaltzy, but the kids ate it up. And that's what matters.