Sony Music Nashville (SMN) wanted to feature several artists leading up to the CMA Awards.
TEC Direct recommended an airport advertising solution that could feature multiple pieces of display creative affixed to the bottom of each airport security tray. This was a new media opportunity at the time and it provided an effective and exclusive engagement experience for all passengers passing through security at Nashville’s BNA International Airport.
The key benefits included the physical interaction each traveler had with the airport security trays. Frequency of message increases as the average passenger usually uses 3 trays. Since there tends to be lengthy idle time spent in airport gates, this program created the opportunity for fans to respond to the message’s call to action with a conversion to stream or purchase.
TEC Direct worked carefully with the SMN’s creative team explaining the creative options available with this media placement. Sony came up with the campaign banner “Music To Fly By.” The campaign featured Brad Paisley, Carrie Underwood, Miranda Lambert, Chris Young, Jake Owen, Kenny Chesney, Tyler Farr, and The Henningsens.
Sony received almost 6 million impressions, for 8 different products, over 8 weeks. In addition to the audience impressions, there was a measurable industry “buzz” generated by the campaign during the key period leading up to the CMA Awards.
“If you’re just another box on the cereal aisle shelf, you can get lost in all the other stuff. So we’re always looking for ways to stand out. It’s a captive audience. Everybody has to use at least one [tray] and we estimate we’ve gotten six million impressions over the eight weeks. It really accomplished what we wanted.”– Gary Overton