The American Music Awards (AMA) were held this weekend and our client, Ninja Coffee Bar was part of this year’s festivities. Through a multi-faceted media and promotion negotiated by the Marketsmith media team, Westwood One, and the AMA’s, Ninja Coffee Bar sweepstakes were held across the country as stars got to sip on the latest latte trends behind the scenes with Ninja’s #BackstageBarista.
The program kicked off several weeks before the event with a radio sweepstakes on over 200 Westwood One national stations. Grand prize winners were awarded tickets to the event as well as backstage access to hang out with the stars, media, and Coffee Crew. Listeners who tweeted, texted or voted on the AMA site automatically entered the contest – which resulted in over 20,000,000 additional target impressions in the Ninja Coffee Bar media plan.
As if these results weren’t impressive enough, the campaign continued as the Ninja Coffee Bar headed backstage during AMA rehearsals, resulting in an additional 15,000,000+ impressions. Celebrities tweeted using the hashtags #BackstageBarista and #WWOBackstage, enjoying delicious coffee creations prepared at the Ninja Coffee Bar. Viewers also had a chance to win a giant Ninja mug autographed by the stars, just by retweeting and following @NinjaCoffeeBar on Twitter.
But it didn’t stop there. Many syndicated shows like Carson Daly, Zach Sang, Kix Brooks, and John Tesh ran promotions on their own music shows on over 800 radio stations nationally – garnering an extra 16,000,000 impressions.
In total, that’s over 50,000,000 added impressions! What a great integrated program brewed up for Ninja Coffee Bar.
