Armed Forces Entertainment
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Business Need:
Armed Forces Entertainment needed to attract high-caliber musical entertainment to perform for troops serving overseas,
as well as gain the credibility of major influencers in the music industry.

Strategic Direction:
Roger Christian & Company executed a targeted tradeshow appearance and promotion at the world’s largest music conference,
South by Southwest (SXSW).

More than 50 Armed Forces Entertainment recruiters from all over the world descended on SXSW 2009 in Austin, Texas to increase
awareness of the Armed Forces Entertainment brand and to solicit bands and musicians to apply to the Armed Forces Entertainment
program, online.

Promotion Concept/Execution:
RCCO developed the “Freedom Rocks: Win the tour of a lifetime opening for Hinder” promotion that provided Armed Forces Entertainment
recruiters an opportunity to sell the brand and encourage application through a celebrity pop-rock band connection, as well as articulate
graphically that American freedom and the opportunity to support those who defend our freedom is an incredible, inspiring opportunity.

A street team was formed to get the word out at SXSW by wearing T-shirts that read – “Ask me how to win a tour of a lifetime opening
for Hinder” and which prominently featured the “Freedom Rocks” logo everyone was seeing all over SXSW. The program was heavily
promoted at the SXSW Armed Forces Entertainment trade show booth, on Facebook and Twitter and the Armed Forces Entertainment
website. A public relations campaign kicked off once the band was selected: Media outreach consisted of local, regional and national
entertainment publications (consumer and trade), overseas military media, including print, television, online and radio. Overseas
promotional package including show posters, online marketing from the Armed Forces Entertainment website and press releases.

Program elements included:
Magazine ads featuring Hinder (featured band) in the SXSW show issues of Billboard and Radio and Records; the SXSW Directory
and SXSWorld Magazine; Sonicbids web ads and a Sonicbids internal promotion that linked to their 100,000+ band membership
(also encouraging them to register on the Armed Forces Entertainment website and submit their electronic press kits).

Creative Components:
    • Baseline Graphic for Campaign
    • Print Advertising
    • Web Banners/Website Landing Pages
    • Wearables
    • Program Ads – SXSW
    • Sonicbids database interface
    • Modified Armed Forces Entertainment electronic press kits program
    • Promotional Posters

Results:
More than 400 high caliber-bands applied to tour allowing Armed Forces Entertainment access to those bands, dramatically
increasing the quality and quantity of bands eligible to tour. The promotion garnered local, national and military press.